Feedback Forum

By Lisa Harris and Ring Xu28/11/2011

Context

• 130 new MSc marketing students– Some have significant work experience and/or degrees

in marketing– Some have never studied or worked in marketing

before– Those who have studied relevant subjects report a

‘traditional’ learning experience (they write down and memorise content provided by the tutor/text book)

– The first module “Introduction to Marketing” aims to get all students used to the UK system and our approach to the subject

Expectations of Chinese students

• Learning marketing knowledge in a foreign country

• Studying new trends and techniques in doing marketing in 21st century

• Enhancing study skills in related subjects• Improving their English• Social networking with classmates• Learning skills in relation to marketing career in

a global context

Our feedback to them

• In class– Key points are written down by one tutor while

another leads the discussion– Students are invited to make mini presentations – Key points from the lecture are live tweeted by

tutor and students – External followers can chip in– students are invited to tweet questions

Live tweeting #mang6228

Our feedback to them

• Between classes– Each group of students produces a summary of

their learning from the session which is posted on BB discussion board

– Tutor reads and responds to the post, raising questions if necessary

– Students are invited to contribute to a collaboratively produced ‘marketing terminology’ document

Our feedback to them

• Assessed work– First task is set up their blogs and address 3 set questions

focused on their expectations and early experiences of MSc study

– Their posts should also form the basis of discussions with their Personal Tutor

– Students are encouraged to keep using their blogs throughout their programme for personal and career development

– We produce podcasts of specific feedback (emailed to students) and a video of more general comments from all the markers (posted to Blackboard)

The first few weeks: positive student comments

• ‘The course is providing the opportunity to develop an online profile through social networks, blogs and subscriptions to other websites – evidently, even these assignments for this course are relevant to the themes of digital marketing practice and are also geared towards creating this online profile that provides not only self-confidence but evidence of my abilities for potential future employers, colleagues and even clients who could research me online (Wortham, 2009)’

• ‘Professors at the university are motivating and encourage you to talk a lot and to express opinions. We even asked to write and keep a blog.’

• ‘I learned in my latest Introduction to Marketing lecture that Firms and Employers often look for potential

employees on social networks, and it would therefore be useful to have as many as possible. As a result this week I spent quite some time in increasing my presence on the world wide web. I created a Linkedin account, a Google + account and I started using Twitter. In just two days I got some surprising results. Just by tweeting about something that had to do with marketing I gained 10 new followers of which 7 in the business. I also got a few views on my Linkedin profile. Now the question I’m asking myself is: will I be able to find my future or will my future find me first on Twitter?’

• ‘Its interesting to note how social media, something I initially perceived as rather a relaxed form of

entertainment and socializing, actually has a whole new side to it.’ • ‘A main resource I would like to expand my professional skills in is Twitter, using it to network and liaise with

professionals and customers, because understanding and using this site is important as more valuable information for marketers can be found this way’

The first few weeks: negative student comments

• ‘i was really tensed here..because the teaching method here is quite different from India(where i am from). Its based on too much of tech work..something we were never taught before’ ------Feedback given via Facebook messages to TA

• They don’t quite understand the teaching system here in the UK

• They don’t have solid background in marketing which makes them a bit confused and tense in class when marketing terminologies or theories were mentioned and discussed.

• They were not used to group study approach here in the UK which made some of them feel awkward in group study

Blogging

• Some students volunteered to present their work to the whole group

• For examples of students who have really embraced the approach, see Natasha’s blog and Maria’s blog.

• Student experiences through the whole programme: student course summary

Digital Literacy Champions

Where do we go from here?

• Limit class sizes next year – keep the “Intro” course for the beginner students

• Insist on attendance at pre-masters course (both for UK study methods and subject content)

• Feedback and further ideas welcome!