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Creative teaching methods in marketing higher education: A case study of a portuguese marketing school

datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSantos, Fernando
dc.contributor.authorAzinheira, Joana Isabel Moreira
dc.date.accessioned2022-01-04T14:37:53Z
dc.date.available2022-01-04T14:37:53Z
dc.date.issued2021-10-13
dc.description.abstractThis dissertation investigates the creative teaching methods applied in marketing courses. Its purpose is to understand how marketing higher education institutions can improve the students’ learning experience by using creative teaching methods. A qualitative approach was used, and an exploratory case study was conducted, which contributed to getting a deeper insight into the problem. Data were collected through document analysis, and eleven interviews were conducted with marketing higher education students of IPAM Porto, to understand (1) the creative teaching methods applied in marketing courses, (2) the specific application of each method, (3) their influence on the students’ learning experience, and (4) the improvement of the learning experience of students by innovating methods’ application. The findings of this study can support marketing higher education institutions and teachers understanding how the application of creative teaching methods improves the students’ learning experience. Suitable and contextualized creative teaching methods that promote direct contact with the business world, adaptation to new situations, teamwork, the development of creative skills, and that are seen as a new challenge, enrich the learning experience of students. Due to this study’s approach, the number of interviewees, and the fact that interviews were conducted mainly online, these findings may not be generalized.The high demand for marketers’ creative skills, as well as the lack of studies and depthless understanding of the improvement of the students’ learning experience through the application of creative teaching methods, reveal the relevance of this research.pt_PT
dc.identifier.tid202838315pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.26/38575
dc.language.isoengpt_PT
dc.subjectTeaching methodspt_PT
dc.subjectCreative teaching methodspt_PT
dc.subjectCreativitypt_PT
dc.subjectLearning experiencept_PT
dc.subjectMarketingpt_PT
dc.subjectHigher educationpt_PT
dc.subjectMarketing coursespt_PT
dc.titleCreative teaching methods in marketing higher education: A case study of a portuguese marketing schoolpt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.grantorInstituto Português de Administração de Marketing
thesis.degree.nameMestrado em Marketingpt_PT

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