The impact of changing learning environment on students’ learning in marketing education: A case-study applied in higher education in Egypt

Abstract

As per Hall et al., (2002), well-planned sessions, interactive teaching methods and appropriate assessment could encourage a deep approach to learning. Moreover, problem-based learning in the form of real-life case study exercises also promotes deep learning. The purpose of this study is to change the learning environment in an introductory course of Principles of Marketing (MKT 201), so as to foster a deep and productive approach to learning rather than mere surface learning. This change in environment is achieved through presenting two teaching/learning strategies: 1. Pointing out learning outcomes (LOs) of each session to the students at the beginning of each lecture while making sure they understand them; 2. Consistent use of in-class real-life exercises in the form of case studies to check that students have digested the main concepts and are able to apply them. This study measures the impact of this change in learning environment on students’ overall achievement (results). This study was conducted on a cohort of students in semester fall 2016 and the grades (results) of the students of this cohort are compared against the grades (results) of two previous cohorts in the same course (Principles of Marketing) at October University for Modern Sciences and Arts (MSA) Egypt.