Using Experiential Learning in Marketing Communication Course

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F10%3A48670" target="_blank" >RIV/60460709:41110/10:48670 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Using Experiential Learning in Marketing Communication Course
Original language description
Aim of the research presented in this paper is to explore the students understanding and evaluation of results achieved by completing a course focused on experiential learning through live case studies in comparison with learning through mini-case studies with the support of multimedia class tools. The specific aims of the article are to verify the benefits of experiential learning to the students in the area of marketing communication and to find out which competencies were developed by used teaching approaches. Following methods had been used to fullfil the aims: observation, questionnaire, group discussion (for sets of competencies creation), non-parametrical statistical testing (Mann-Whitney test) and also analogy, induction, deduction, specification, abstraction, analysis and synthesis. The paper is supported by the grant project of the Ministry of Education of the Czech Republic No. MSM6046070904 Information and Knowledge Support for Strategic Management.
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Agrarian Perspectives, Proceedings of the 19th International Scientific Conference
ISBN
978-80-213-2123-6
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
257-264
Publisher name
PEF, ČZU v Praze
Place of publication
Praha
Event location
Praha
Event date
Aug 14, 2010
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000337077600029

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