Building a blended learning community: a case in service marketing

CITE Research Symposium 2010

Paula Hodgson

CITE Research Symposium 2010

Pamela Kwok

6th March 2010

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Technical pedagogical content knowledge TPCK

TPCK ‘good teaching with technology’:

an understanding of the representation of concepts using technologies, pedagogical techniques that use technologies in constructive ways to teach content, knowledge of what makes concepts difficult or easy to learn and how technology can help redress some of the problems that students face, knowledge of students’ prior knowledge and theories of epistemology, and knowledge of how technologies can be used to build on existing knowledge and to develop new epistemologies or strengthen old ones

Mishra, P. and Koehler, M. (2006: 1029)

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Background of the study

• Examine 110 students’ learning behaviour in a blended learning community of two cohorts of students studying ‘Service Marketing’ for an associate degree between 2008 and 2009

• These students have at least one year of experience using the online ePlatform to download notes and read teachers’ notices.

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Intended learning outcomes of service marketing

• Develop basic knowledge and concepts in service marketing• Manage service encounters• Manage customer complaints and service

recovery• Develop an integrated service-marketing

strategy

• Develop generic skills• Critical and independent thinking• Problem solving• Self-confidence

• Develop professional attitude in marketing various service industries in a rapidly changing business environment

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Pedagogical strategies

• Case methods• Business cases: provided by lecturer and students• Cases in group projects

• Provided by student groups

(two cases per group: good versus bad customer service based on personal experiences)

• Blended learning environment• In-class activities• Online forum

• Assessment• Individual assignment, test, class participation,

group project, group presentation, Reflection statement (optional) and written examination

• 50% coursework; 50% examination

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Sharing cases identified by students online

• Cosmetics stores service, receipt ”Best Service” from mystery customer program神秘顧客調查 化妝品店服務最佳

• Upstairs supermarket at factory area• MTR Octopus card overcharge

八達通卡被扣錯錢• Police confidence files leakage through

Foxy again Foxy 再泄 104 份警密件• Sharply raise of complaints on Kowloon

Bus Service 投訴九巴服務飆升六成• Spectacles sale practice

眼鏡店硬銷涉不良銷售

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Projects with personal experiences

• G2000• Ming General Japanese

Restaurant • Monster Sushi• Maxim’s Chinese Restaurant• Hong Kong Broadband Network

Company• Foo Lum Restaurant• Golden Flower Restaurant• Extravaganza

• Fairwood• Great State• Hutchinson• China Eastern Airline• Green Box• Spotlight Learning Center• 3 Mobile• Ocean Park• HKCC• Cinga Int'l• SmarTone• Hospital Authority• China Airline• Sunflower Travel• i-Cable

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Student engagement

Using cases to• raise their awareness by examining

authentic cases of organizational practice that they could identify from mass media

• build an understanding of business practice in industries; they also needed to develop an acute sensitivity to ethical practices through case studies

• allow students to apply relevant theories and concepts in real-life situations

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Student engagement

Creating an online learning community• Posted their discussion summary or

suggested solutions voluntarily to the online forum to exchange ideas with classmates and for sharing and revision purposes

• Some student work was scanned to the online environment for sharing purposes

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Examples of student posting in eForum: sharing class work

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Examples of student posting in eForum: student interactions

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Examples of student posting in eForum: teacher-student interactions

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Examples of student posting in eForum: student interactions

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Examples of student posting in eForum: extended learning online

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Example of students’ in-class work scanned and placed online – for sharing with class 1

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Example of students’ in-class work scanned and placed online – for sharing with class 2

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Example of group project PPT shared online 1

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Example of group project PPT shared online 2

Service Marketing 18

Service Encounter Analysis (Cont’d)

Functional Risk

Rollout Quota was Saturated

Can’t Access to Internet

Financial Risk

No Internet Service was

Provided

Bill was already Paid

by Credit Card

Temporal Risk

Find Another Way to

Access to Internet

Call HKBN for Follow-up

Action

Psychological Risk

Concern about Follow-

up Action

Disappointed & No

Confidence

Post-purchase Stage

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Example of group project PPT shared online 3

Service Marketing - 19

Personal Needs

Beliefs about what is possible

Perceived Service Alterations

Situational Factors

Desired Service- Fast Delivery

- Good staff attitude- High quality food

- Comfortable Atmosphere

Explicit & Implicit Service

Promises Word-of-mouth Past Experience

Predicted Service-Provide Japanese

food

ZONE OF TOLERANCE

Adequate service - Provide Japanese Food - Food Delivery - Staff Service

Customer’s perspective

Monster Sushi

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Effectiveness of blended learning: reflection statement by students (voluntary)

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Blended learning community

Blended environment facilitates a community of inquiry and instills higher cognitive learning and indicates some sign of deep learning and an improved sense of community.

Garrison and Kanuka 2004

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References

• Chapman, C., Ramondt, L. and Smiley, G. (2005). Strong community, deep learning: exploring the link. Innovations in Education and Teaching International, 42(3), 217–30.

• Garrison, D.R. and Kanuka, H. (2004). Blended learning: uncovering its transformative potential in higher education. The Internet and Higher Education, 7(2), 95–105.

• Havard, B., Du, J.X. and Olinzock, A. (2005). Dynamic task-oriented online discussion for student learning: a practical model. International Journal of Information and Communication Technology Education, 1(2), 62–73.

• Mishra, P. and Koehler, M. (2006). Technological pedagogical content knowledge: a framework for teacher knowledge. The Teachers College Record, 108(6), 1017–54.

• Russell, T. (1999). The no significant difference phenomenon: as reported in 355 research reports, summaries, and papers: a comparative research annotated bibliography on technology for distance education. North Carolina: North Carolina State University.

Paula Hodgson and Pamela Kwok