This document discusses feedback from Chinese MSc marketing students on their first module "Introduction to Marketing" at a UK university. It summarizes expectations, teaching methods, and initial student feedback. The key points are: 1) Students have varying degrees of prior marketing experience and expect to learn new trends, skills, and network. 2) Teaching methods emphasize class discussion, student presentations, live tweeting, group work, and blogging assignments. 3) Initial positive feedback includes opportunities for online profiles, encouragement to express opinions, and usefulness of social media for careers. 4) Some negative feedback includes unfamiliar teaching styles, lack of marketing background, and discomfort with group work.

1. Feedback Forum
By Lisa Harris and Ring Xu
28/11/2011

2. Context
• 130 new MSc marketing students
– Some have significant work experience and/or
degrees in marketing
– Some have never studied or worked in marketing
before
– Those who have studied relevant subjects report a
‘traditional’ learning experience (they write down and
memorise content provided by the tutor/text book)
– The first module “Introduction to Marketing” aims to
get all students used to the UK system and our
approach to the subject

3. Expectations of Chinese students
• Learning marketing knowledge in a foreign
country
• Studying new trends and techniques in doing
marketing in 21st century
• Enhancing study skills in related subjects
• Improving their English
• Social networking with classmates
• Learning skills in relation to marketing career in a
global context

4. Our feedback to them
• In class
– Key points are written down by one tutor while
another leads the discussion
– Students are invited to make mini presentations
– Key points from the lecture are live tweeted by
tutor and students
– External followers can chip in
– students are invited to tweet questions

5. Live tweeting #mang6228

6. Our feedback to them
• Between classes
– Each group of students produces a summary of
their learning from the session which is posted on
BB discussion board
– Tutor reads and responds to the post, raising
questions if necessary
– Students are invited to contribute to a
collaboratively produced ‘marketing terminology’
document

7. Our feedback to them
• Assessed work
– First task is set up their blogs and address 3 set
questions focused on their expectations and early
experiences of MSc study
– Their posts should also form the basis of discussions
with their Personal Tutor
– Students are encouraged to keep using their blogs
throughout their programme for personal and career
development
– We produce podcasts of specific feedback (emailed to
students) and a video of more general comments from
all the markers (posted to Blackboard)

8. The first few weeks:
positive student comments
• ‘The course is providing the opportunity to develop an online profile through social networks, blogs
and subscriptions to other websites – evidently, even these assignments for this course are relevant
to the themes of digital marketing practice and are also geared towards creating this online profile
that provides not only self-confidence but evidence of my abilities for potential future
employers, colleagues and even clients who could research me online (Wortham, 2009)’
• ‘Professors at the university are motivating and encourage you to talk a lot and to express
opinions. We even asked to write and keep a blog.’
• ‘I learned in my latest Introduction to Marketing lecture that Firms and Employers often look for
potential employees on social networks, and it would therefore be useful to have as many as
possible. As a result this week I spent quite some time in increasing my presence on the world
wide web. I created a Linkedin account, a Google + account and I started using Twitter. In just two
days I got some surprising results. Just by tweeting about something that had to do with marketing I
gained 10 new followers of which 7 in the business. I also got a few views on my Linkedin profile.
Now the question I’m asking myself is: will I be able to find my future or will my future find me first
on Twitter?’
• ‘Its interesting to note how social media, something I initially perceived as rather a relaxed form of
entertainment and socializing, actually has a whole new side to it.’
• ‘A main resource I would like to expand my professional skills in is Twitter, using it to network and
liaise with professionals and customers, because understanding and using this site is important as
more valuable information for marketers can be found this way’

9. The first few weeks:
negative student comments
• ‘i was really tensed here..because the teaching method
here is quite different from India(where i am from). Its
based on too much of tech work..something we were never
taught before’ ------Feedback given via Facebook messages
to TA
• They don’t quite understand the teaching system here in
the UK
• They don’t have solid background in marketing which
makes them a bit confused and tense in class when
marketing terminologies or theories were mentioned and
discussed.
• They were not used to group study approach here in the UK
which made some of them feel awkward in group study

10. Blogging
• Some students volunteered to present their
work to the whole group
• For examples of students who have really
embraced the approach, see Natasha’s blog
and Maria’s blog.
• Student experiences through the whole
programme: student course summary

11. Digital Literacy Champions

12. Where do we go from here?
• Limit class sizes next year – keep the “Intro”
course for the beginner students
• Insist on attendance at pre-masters course
(both for UK study methods and subject
content)
• Feedback and further ideas welcome!