The University of Southampton
University of Southampton Institutional Repository

Fit for purpose: placing the PLE at the centre of marketing education

Harris, Lisa and Harrigan, Paul (2011) Fit for purpose: placing the PLE at the centre of marketing education At The Personal Learning Environment Conference 2011, United Kingdom. 11 - 13 Jul 2011. 12 pp.

Record type: Conference or Workshop Item (Paper)

Abstract

This paper evaluates how marketing educators can develop appropriate curriculum content and the supporting personal learning environments (PLEs) made possible by developments in social technologies. As educators we should be preparing students for a business world where interactive technologies are disrupting relationships with customers who are participating in social networks, creating and sharing content, and building relationships with each other (Gordon 2010; Libai et al. 2010; Hennig-Thurau et al., 2010).
PLEs can be conceptualised in terms of 1) technology choices available to individuals to help them manage their learning, 2) features of the study programme which help to formalise this approach, 3) technological infrastructure provided by the university as a whole (adequate wifi connectivity and bandwidth, secure web access etc) and 4) culture changes that are required for staff to operate effectively within this environment. Our paper focuses on the development of PLEs at the programme level while recognising the relationship with and dependence on these other factors.
We discuss a case study of the marketing curriculum and associated personal learning environment developed at the University of Southampton. We introduce the ‘new Marketing DNA’ as a model for the curriculum, developed through grounded research in marketing practice. It reflects the pervasive role of technology in terms of the implementation of ‘social’ marketing culture and communications, and also management of the vast amounts of customer data created via social media. These developments are mirrored in the learning environment itself; the move from one-way transmission of knowledge to the discursive nature of classes, the need to include ‘live’ material in reading lists and the use of social media within the classroom, for example via live tweeting.
Although we received positive feedback from students, only a few really ‘bought in’ to the integral role of the PLE in the learning process and went on to sustain the recommended activities throughout their course. The success stories, can, however, be drawn upon to inspire next year’s cohort. Our experience suggests that continual reinforcement throughout the programme of study is necessary to counteract entrenched student expectations of, and staff preference for, a more traditional learning experience.

Other harris_harrigan_101_2011_complete.docx - Author's Original
Download (729kB)

More information

Submitted date: 12 July 2011
Venue - Dates: The Personal Learning Environment Conference 2011, United Kingdom, 2011-07-11 - 2011-07-13

Identifiers

Local EPrints ID: 190415
URI: http://eprints.soton.ac.uk/id/eprint/190415
PURE UUID: ab470878-3228-4590-9e4b-85adcbb60f93

Catalogue record

Date deposited: 13 Jun 2011 08:57
Last modified: 18 Jul 2017 11:38

Export record

Contributors

Author: Lisa Harris
Author: Paul Harrigan

University divisions

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×