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Promoting the individual learning styles of Masters students studying Marketing related modules through the use of YouTube video-clips

Lance, J and Kitchin, P J (2007) Promoting the individual learning styles of Masters students studying Marketing related modules through the use of YouTube video-clips. In: Extraordinary Experiences Conference, Bournemouth. UNSPECIFIED. [Conference contribution]

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Abstract

It is often hard for academics to find resource material when Universities are developing courses faster than teaching materials are made generally available. This, in addition to the increase in the diverse nature of student groups, means that academics need to find alternative ways to enhance understanding. The mode of delivery at the centre of this article is a website called YouTube and its impact on the multiple intelligences of Masters level learners. This exploratory research was conducted by questionnaire based off Gardiner’s (1993, cited by Barrington 2004) Multiple Intelligences. A sample of MA students (n=41) from applied marketing modules completed the questionnaire based off these intelligences and a new addition to learning intelligences develop by the researchers in response to Barrington’s (2004) comments on massification of UK higher education. The results revealed that the use of YouTube video-clips had a positive impact on learning and enabled students to strengthen their use of multiple intelligences. Interesting findings were found between the two MA classes. YouTube video clips are a valuable resource for marketing lecturers however, issues surround the ability of teaching staff to capitalise on this resource. Implications for further research are presented.

Item Type:Conference contribution (Speech)
Faculties and Schools:Faculty of Life and Health Sciences > School of Sport
Faculty of Life and Health Sciences
Research Institutes and Groups:Sport and Exercise Sciences Research Institute > Centre for Sport in Society
Sport and Exercise Sciences Research Institute
ID Code:33996
Deposited By: Mrs Julie Haydock
Deposited On:05 Apr 2016 09:20
Last Modified:14 Apr 2016 10:54

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