Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course
At the Faculty of Economics and Management at the Czech University of Life Sciences Prague (CULS Prague) a wide range of marketing courses are taught, covering many aspects of marketing theory. The curriculum of the majority of marketing courses consists of case studies and project work in teams. Th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Czech University of Life Sciences Prague
2019-10-01
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| Series: | Journal on Efficiency and Responsibility in Education and Science |
| Subjects: | |
| Online Access: | https://doi.org/10.7160/eriesj.2019.120301 |
| _version_ | 1818303576792891392 |
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| author | Václav Švec Richard Selby |
| author_facet | Václav Švec Richard Selby |
| author_sort | Václav Švec |
| collection | DOAJ |
| description | At the Faculty of Economics and Management at the Czech University of Life Sciences Prague (CULS Prague) a wide range of marketing courses are taught, covering many aspects of marketing theory. The curriculum of the majority of marketing courses consists of case studies and project work in teams. The students in their MSc. studies have five marketing subjects in total, and work with different teachers, though the same teaching approach and design (project teaching) is used. In this article, we present the results of a new design for the Marketing Communications course. In this case, students are engaged in designing a real package for a fictitious product, and to enter a virtual market using a wide range of promotional tools. The students then debrief the entire experience as consumers in that virtual market. The course uses a mix of traditional and contemporary teaching techniques in the field of marketing communications. It can be used in traditional or blended learning or adapted for online courses. The innovative course design has been shown to be a key factor to stimulate the students to learn, rather than simply study and repeat their lectures. The learning efficiency compares favourably with the original course design. |
| first_indexed | 2024-12-13T05:57:00Z |
| format | Article |
| id | doaj.art-52ad59310b4249b4a74641418a56f21d |
| institution | Directory Open Access Journal |
| issn | 2336-2375 1803-1617 |
| language | English |
| last_indexed | 2024-12-13T05:57:00Z |
| publishDate | 2019-10-01 |
| publisher | Czech University of Life Sciences Prague |
| record_format | Article |
| series | Journal on Efficiency and Responsibility in Education and Science |
| spelling | doaj.art-52ad59310b4249b4a74641418a56f21d2022-12-21T23:57:25ZengCzech University of Life Sciences PragueJournal on Efficiency and Responsibility in Education and Science2336-23751803-16172019-10-01123667410.7160/eriesj.2019.120301Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree CourseVáclav Švec0Richard Selby1CULS Prague, Kamycka, PragueCULS Prague, Kamycka, PragueAt the Faculty of Economics and Management at the Czech University of Life Sciences Prague (CULS Prague) a wide range of marketing courses are taught, covering many aspects of marketing theory. The curriculum of the majority of marketing courses consists of case studies and project work in teams. The students in their MSc. studies have five marketing subjects in total, and work with different teachers, though the same teaching approach and design (project teaching) is used. In this article, we present the results of a new design for the Marketing Communications course. In this case, students are engaged in designing a real package for a fictitious product, and to enter a virtual market using a wide range of promotional tools. The students then debrief the entire experience as consumers in that virtual market. The course uses a mix of traditional and contemporary teaching techniques in the field of marketing communications. It can be used in traditional or blended learning or adapted for online courses. The innovative course design has been shown to be a key factor to stimulate the students to learn, rather than simply study and repeat their lectures. The learning efficiency compares favourably with the original course design.https://doi.org/10.7160/eriesj.2019.120301CurriculumFictitious productMarketingMoodlePromotionVirtual market |
| spellingShingle | Václav Švec Richard Selby Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course Journal on Efficiency and Responsibility in Education and Science Curriculum Fictitious product Marketing Moodle Promotion Virtual market |
| title | Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course |
| title_full | Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course |
| title_fullStr | Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course |
| title_full_unstemmed | Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course |
| title_short | Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course |
| title_sort | encourage them to learn case study of fictitious product and virtual market in marketing communications degree course |
| topic | Curriculum Fictitious product Marketing Moodle Promotion Virtual market |
| url | https://doi.org/10.7160/eriesj.2019.120301 |
| work_keys_str_mv | AT vaclavsvec encouragethemtolearncasestudyoffictitiousproductandvirtualmarketinmarketingcommunicationsdegreecourse AT richardselby encouragethemtolearncasestudyoffictitiousproductandvirtualmarketinmarketingcommunicationsdegreecourse |