Promoting the individual learning styles of Masters students studying Marketing related modules through the use of YouTube video-clips

J Lance, P J Kitchin

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

It is often hard for academics to find resource material when Universities are developing courses faster than teaching materials are made generally available. This, in addition to the increase in the diverse nature of student groups, means that academics need to find alternative ways to enhance understanding. The mode of delivery at the centre of this article is a website called YouTube and its impact on the multiple intelligences of Masters level learners. This exploratory research was conducted by questionnaire based off Gardiner’s (1993, cited by Barrington 2004) Multiple Intelligences. A sample of MA students (n=41) from applied marketing modules completed the questionnaire based off these intelligences and a new addition to learning intelligences develop by the researchers in response to Barrington’s (2004) comments on massification of UK higher education. The results revealed that the use of YouTube video-clips had a positive impact on learning and enabled students to strengthen their use of multiple intelligences. Interesting findings were found between the two MA classes. YouTube video clips are a valuable resource for marketing lecturers however, issues surround the ability of teaching staff to capitalise on this resource. Implications for further research are presented.
LanguageEnglish
Title of host publicationUnknown Host Publication
Publication statusPublished - 2007
EventExtraordinary Experiences Conference - Bournemouth
Duration: 1 Jan 2007 → …

Conference

ConferenceExtraordinary Experiences Conference
Period1/01/07 → …

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video clip
intelligence
marketing
learning
student
resources
questionnaire
teaching materials
website
university teacher
ability
education
Group

Cite this

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Promoting the individual learning styles of Masters students studying Marketing related modules through the use of YouTube video-clips. / Lance, J; Kitchin, P J.

Unknown Host Publication. 2007.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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AU - Lance, J

AU - Kitchin, P J

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