The Purpose of Flip and FIT in Marketing Programs: Wrapping Flipped Classroom or MOOC in teaching

By Paula Hodgson and Pamela M. H. Kwok.

Published by Journal of the World Universities Forum

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Article: Print $US10.00
Published online: June 24, 2015 $US5.00

The student population has been declining in schools, and there is a growing resource concern by the sector that offers self-financed post-secondary qualifications in Hong Kong. Consequently, the offering institutes need to consider providing the best-fit learning experiences given the fiscal constraints. In this paper, we first examine the challenges that are faced in the traditional approach to offering marketing programs. In preparing young marketing learners in the twenty-first century, educators need to construct small-scale research projects to enable them to practise marketing skills and to provide opportunities for learners to meet practitioners through other learning activities outside classes. Neither compromising quality in learning nor offering a perfect solution to program development, we explore alternative options for the enrichment of student learning experiences within small budgets, the flipped-classroom concept, and mass open online courses (MOOCs) using strengths, weaknesses, opportunities and threats (SWOT) analysis. Potentials and limitations are discussed to see whether suggested learning modes could provide alternative opportunities in educating young marketers for the twenty-first century and “FIT” for the purpose in terms of mastering a way of working, i.e. fluent communication, independent and interdependent working, and thinking critically and creatively (FIT), within a smaller budget

Keywords: Marketing Education, 21st-century Skills, MOOCs and Flipped Classroom, SWOT Analysis

Journal of the World Universities Forum, Volume 8, Issue 3, September 2015, pp.31-40. Article: Print (Spiral Bound). Published online: June 24, 2015 (Article: Electronic (PDF File; 609.841KB)).

Dr. Paula Hodgson

Project Manager, General Education Office, Hong Kong Baptist University, Kowloon, Hong Kong

Dr. Pamela M. H. Kwok

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

Dr. Pamela Kwok is a Associate Division Head and Principal Lecturer at Hong Kong Community College.

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