Triumphs and trials of using problem based learning in marketing communications education: perspectives from educators and students

Paper

Kek, Megan and Wee, Lynda Keng-Neo. 2000. "Triumphs and trials of using problem based learning in marketing communications education: perspectives from educators and students." 9th International Advertising Association World Education Conference 2000. Miami, United States 12 - 15 Oct 2000
Paper/Presentation Title

Triumphs and trials of using problem based learning in marketing communications education: perspectives from educators and students

Presentation TypePaper
AuthorsKek, Megan (Author) and Wee, Lynda Keng-Neo (Author)
Number of Pages13
Year2000
Conference/Event9th International Advertising Association World Education Conference 2000
Event Details
9th International Advertising Association World Education Conference 2000
Event Date
12 to end of 15 Oct 2000
Event Location
Miami, United States
Abstract

The key engine that drives the new marketing landscape or the E-conomy is KNOWLEDGE. The demand for knowledge may have intensified, but the suppliers of knowledge – the education institutions - are still struggling to meet
such demand. The challenge is not just about supplying content and technical knowledge, it is about how to produce a new breed of employees who can create and manage
knowledge in the dynamic E-conomy. And it is amidst such dynamics, that the Diploma of Marketing in Temasek Business School adopted a problem-based learning (PBL) model when it restructured its Marketing Communications Section's academic architecture.

This paper looks at the trials and triumphs of adopting PBL from the educators'and students' perspectives. The paper concludes with implications and issues for marketing communications educators in using PBL. The finding also supports the proposed fundamental shift to adopt PBL as a philosophy rather than an instructional tool.

Keywordsmarketing education; marketing communications; problem-based learning; student-oriented learning; knowledge economy; learning philosophy; learning tool
ANZSRC Field of Research 2020520102. Educational psychology
390409. Learning sciences
390103. Economics, business and management curriculum and pedagogy
Public Notes

Unpublished.

Byline AffiliationsTemasek Polytechnic, Singapore
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