A PRESENTATION AT CIT CONFERENCEMAY 28TH 2010HOPE ADAMS

ROSALYN J. RUFERKIRSTIE SZLASA

EMPIRE STATE COLLEGE GRADUATE PROGRAMS

Enhancing Our PedagogyThrough Web 3.0

Technologies

Student Learning Goals

To instill marketing orientation in MBA students

To provide students with a basis to assess customer buying behavior

To provide students with tools to identify target market

To measure students’ abilities to design marketing programs based on customer buying behaviors

Student Learning Outcomes - Pedagogy

1998 SLN lotus notes platform Textbook/Supplemental text mini-lectures

Asynchronous discussion: “Is target marketing ethical”

Students read and analyzed case study

Student Learning Outcomes

80% failed to properly segment the market/ identify a target market

70% failed to make connection between marketing mix and target market

Consistent with Felder(1988): 10% retain what they read, 30% what they see, 50% what they see and hear……

Change in PedagogyChange in Pedagogy OutcomesOutcomes

F2006 Incorporated narrated power point to replace text based mini-lecture

Continued with asynchronous discussion

Continued with case study analysis

50% of students successfully segmented the market

Identified an appropriate target market

Develop relevant marketing mix

Optimizing Lotus Notes

Learning Outcomes and Learning Styles

Graf, Liu, Chen and Yang (2009) “learners with a strong preference for a specific learning style have difficulty in learning when this style is not supported by the teaching environment” (pg1280).

We had visual and auditory learning but current pedagogy does not include kinesthetic or verbal learning

Can Web3.0 technologies help?

Learning Styles

The visual and auditory learning provided abstract conceptualization

However there was no active experimentation or doing and no reflective observation

Fall 2009 It was hypothesized that a webinar (Elluminate) might provide additional learning

http://www.archimuse.com/mw2007/papers/schaller/schaller.html

What is Elluminate?

Elluminate is a web application used as a virtual meeting place enabled by the Spider Team

It removes the constraints of space and distance

It provides for both a visual, auditory, and verbal learning pedagogy

It allows for the sharing of documents and ideas and thus reflection and action

What is Elluminate?

AudioAudio

VisualVisual

ChatChat

Improved Student Learning

1. Reviewed the Power Point –

2. Students moved clip art around to segment the market-

3. Discussion of how else the characters could be segmented–

4. Recording and questions-

1. Visual, auditory learning

2. Active experimentation and reflective observation

3. Enabled the sharing of ideas and verbal learning

4. Allowed for reflection

Student Learning Outcomes

65% of the students succeeded with Elluminate

Visual & P.P.

Fall-06

grade Visual +3.0

Fall-09

grade Visual + 3.0

Sp-10

Grade

Average 34.333 42.000 41.875 StanDev. 9.35 6.189 7.154 t-test F 06 vs F09 .0540 F06 vs Sp10 .0574

Can Web3.0 Tools Provide for Concrete Experience?

Lessons learned from Eileen O Connor

Second life provides for visual, auditory, verbal and kinesthetic learning

Spring 2010 one of two classes used Second life instead of Elluminate

Second Life Experience

Hope Adams set up the site with a large meeting room and two small breakout room

Began with the Power Point presentation (visual and auditory learning with conceptualization ) and viewed YouTube video (reflective observation)

Breakout men versus women to discuss what the commercial says (concrete experience)

Returned to large room to reflect on the difference between gender perspective and identify alternatives

Student Learning Outcomes

Process allowed for abstract conceptualization, active experimentation, reflective observation, and concrete experience.

90% of the students experiencing Second Life succeeded

Visual & P.P. & SL

Sp-10

grade Visual & PP & Webinar

Fall-09

grade Visual & PP & webinar

Sp-10 Grade

Average 44.667 42.000 41.875 StanDev. 3.000 6.189 7.154 t-test S.L. vs F09

Webinar .0915 S.

L. vs Sp10

Webinar .0934

Discussion?