Refining a strategic marketing course: Is a ‘flip’ a good ‘fit’?
- Publisher:
- Informa UK Limited
- Publication Type:
- Journal Article
- Citation:
- Journal of Strategic Marketing, 2017, 25, (2), pp. 152-163
- Issue Date:
- 2017-02-23
Closed Access
| Filename | Description | Size | |||
|---|---|---|---|---|---|
| 0516_JSM_Burford Chan_Refining a strategic marketing course Is a flip a good fit (2016_05_11 23_16_25 UTC).pdf | 863.36 kB |
Copyright Clearance Process
- Recently Added
- In Progress
- Closed Access
This item is closed access and not available.
© 2016 Informa UK Limited, trading as Taylor & Francis Group. A ‘flipped’ approach to the delivery of higher education is becoming increasingly possible as older style teaching rooms are adapted to seamlessly integrate interactive technologies. This paper describes challenges in refining a capstone strategic marketing course as it transitions to a ‘flipped’ mode. The current course already has many ‘active’ learning elements that encourage student participation. However, in suggesting a move to a ‘flipped classroom’, the increased opportunity for meaningful peer interaction should further reinforce the main course objective–to equip students to cope in an uncertain world. Fine-tuning the course draws on notions of co-creation found in both the marketing and educational literatures. The conclusion of this paper is that the aims of a strategic marketing course, to provide resilient thinking marketing strategists, would sit well with a pedagogy that encourages students to participate in collaborating in their own learning in a dedicated shared learning ‘space’.
Please use this identifier to cite or link to this item: