Emerging Trend in Educating Future Young Marketers: "Like or Unlike"

By Pamela M. H. Kwok and Paula Hodgson.

Published by Journal of the World Universities Forum

Format Price
Article: Print $US10.00
Published online: October 30, 2014 $US5.00

The implementation of a new academic structure, the Hong Kong Diploma of Secondary Education, in 2012 has led to revised common descriptors for associate-degree and higher-diploma programmes released by the Education Bureau in Hong Kong. Both types of programme are now required to have generic content of at least 60 and 40 percent, respectively, in terms of curriculum design. This generic content covers IT and other skills for initial employment at a para-professional level. The business environment in Hong Kong is highly dynamic, and generic IT skills can play a crucial role in enabling young marketers to be better informed, to produce creative solutions and to make timely decisions. As a result, information literacy and ICT literacy are classified as important ‘tools’ for working in the twenty-first century. Although ICT has become increasingly important, however, the use of modern technology for teaching and learning activities in business subjects is limited in tertiary education in Hong Kong. As a result, this study attempts to investigate whether the use of Facebook for teaching and learning activities helps business students to be better prepared for the challenges that they may encounter in their future careers. This study examines how they perform in academic work and how they achieve the learning outcome of ICT literacy in terms of knowledge and skills, and if a positive learning culture can be fostered with supplementary interactions through Facebook.

Keywords: Emerging Trend, Facebook, Marketing Students, Higher Education, Generic IT Skills

The Journal of the World Universities Forum, Volume 7, Issue 2, October 2014, pp.25-35. Article: Print (Spiral Bound). Published online: October 30, 2014 (Article: Electronic (PDF File; 514.364KB)).

Dr. Pamela M. H. Kwok

Associate Division Head, Senior Lecturer, Division of Business, PolyU Hong Kong Community College, Hong Kong, Kowloon, Hong Kong

Dr. Paula Hodgson

Senior Education Development Officer, Education Development and Gateway Education, City University of Hong Kong, Hong Kong, Hong Kong, Hong Kong


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