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

Samia Adly Hanna El Sheikh, Reda Youssef Assaad



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 achieving approach to learning as compared to surface learning. This change in environment is done through presenting 2 teaching/learning strategies which are:

(1)  Pointing out learning outcomes (L.O.) of each session to the students at the beginning of each lecture while making sure they understand them and

(2)  Constant 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 is 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 2 previous cohorts in the same course (Principles of Marketing) at October University for Modern Sciences and Arts (MSA) Egypt.  



Key words: - Learning environment - Deep approach to learning versus surface approach to learning - Outcome based approach in teaching, learning and assessment - Problem based learning - Experiential learning - Least Significant Differences (LSD)/mu

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