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 October University for Modern Sciences and Arts (MSA)
  • Reda Youssef Assaad New Cairo Higher Institute of Management Sciences and Computer, New Cairo, 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


Abstract: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.   

Author Biographies

Samia Adly Hanna El Sheikh, October University for Modern Sciences and Arts (MSA)

Dr. Samia El Sheikh (PhD) (FHEA) is a lecturer of Marketing and Business Administration in the faculty of Management Sciences, October University for Modern Sciences and Arts (MSA), Egypt which is validated by University of Greenwich. She is also a fellow of the Higher Education Academy UK.

Reda Youssef Assaad, New Cairo Higher Institute of Management Sciences and Computer, New Cairo, Egypt

Dr. Reda Youssef Assaad (PhD) is a lecturer of Statistics in New Cairo Higher Institute of Management Sciences and Computer, New Cairo, Egypt. He shared in authoring 4 books: one in pure mathematics, and one in mathematics of finance and one in introductory statistics and one in applied statistics in Arabic.


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