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High Impact Strategies for Enhancing Student
Engagement in Hybrid & Online Marketing Courses
H. Rika Houston, Shirley Stretch & Michael Germano
Social Presence and Online
Instruction
• Context and background
• The problem
• High Impact Strategies for
Increasing Social Presence
• Examples
Social Presence
• “a measure of the feeling of community that a
learner experiences in an online environment” (Tu
and McIssac, 2002)
• “social presence marks a qualitative difference
between a collaborative community of inquiry and a
simple process of downloading information”
(Garrison et al., 2000)
• Strong correlation between social presence and
student satisfaction/achievement in online
instruction (Cobb, 2009)
The Problem
• How do classroom participants
connect (to each other and instructor
as well as material) in order to
facilitate a meaningful online learning
experience?
• Structural impediments are many
Increasing Social Presence via
Instructional Design
• Collaborative learning is crucial
• Assignments that are shared and visible
like blogs, chatroom discussions, shared
video projects are key
Social Presence and Collaborative
Online Learning
• Active collaborative learning is
key to establishing community in
online classes (Garrison et al.,
(2000)
• Small group learning in real time
based upon tasks (e.g. via
Google Hangouts)
Social Presence and Professor
Presence
• Instructors must be present in a way that
transcends the material and makes them a force for
learning; Leadership required!
• Communication that is regular, ongoing and
emotional (funny is easiest to tap into!)
• Clarify emotions. Use of emoticons shows huge
impact on student receptivity to communication as
emotionally laden (Gunawardenaa & Zittleb, 2009)
• Accessibility is key. Firefox Hello for real time video
office hours helps; Twitter DM; WhatsApp
Consumer Behavior
• Watch movie Good Will Hunting
(social; shared experience)
• Online discussion about
something very personal but
dependent upon critical thinking
related to course
International marketing
• Cuba and the trade embargo discussion
• Taps into deep feelings about the
propriety of US policy and history with
Latin America
• Controversy breeds emotion and
engagement
Social media content marketing
• Twitter as a tool for group interaction
• Social media=Social Presence for
many of our student
• Super Bowl Sunday Real Time
Tweeting
• Other events: Oscars, Emmys, etc.
Search Engine Optimization
• Adobe connect for website SEO
audit (task based going deeper with
content)
• Small group meetings on projects
• Share documents discuss tools and
audit reports
• Continue work on Google hangouts
Summing Up: High Impact
Strategies
• Embrace role as discussion leader, tour
guide; No room for sage on the stage
• Scope of content should focus on depth not
breadth
• Be social (names, emoticons, humor,
cheerleader, available)
• Tasked based project

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High Impact Strategies for Enhancing Student Engagement Online and Hybrid Marketin Courses

  • 1. High Impact Strategies for Enhancing Student Engagement in Hybrid & Online Marketing Courses H. Rika Houston, Shirley Stretch & Michael Germano
  • 2. Social Presence and Online Instruction • Context and background • The problem • High Impact Strategies for Increasing Social Presence • Examples
  • 3. Social Presence • “a measure of the feeling of community that a learner experiences in an online environment” (Tu and McIssac, 2002) • “social presence marks a qualitative difference between a collaborative community of inquiry and a simple process of downloading information” (Garrison et al., 2000) • Strong correlation between social presence and student satisfaction/achievement in online instruction (Cobb, 2009)
  • 4. The Problem • How do classroom participants connect (to each other and instructor as well as material) in order to facilitate a meaningful online learning experience? • Structural impediments are many
  • 5. Increasing Social Presence via Instructional Design • Collaborative learning is crucial • Assignments that are shared and visible like blogs, chatroom discussions, shared video projects are key
  • 6. Social Presence and Collaborative Online Learning • Active collaborative learning is key to establishing community in online classes (Garrison et al., (2000) • Small group learning in real time based upon tasks (e.g. via Google Hangouts)
  • 7. Social Presence and Professor Presence • Instructors must be present in a way that transcends the material and makes them a force for learning; Leadership required! • Communication that is regular, ongoing and emotional (funny is easiest to tap into!) • Clarify emotions. Use of emoticons shows huge impact on student receptivity to communication as emotionally laden (Gunawardenaa & Zittleb, 2009) • Accessibility is key. Firefox Hello for real time video office hours helps; Twitter DM; WhatsApp
  • 8. Consumer Behavior • Watch movie Good Will Hunting (social; shared experience) • Online discussion about something very personal but dependent upon critical thinking related to course
  • 9. International marketing • Cuba and the trade embargo discussion • Taps into deep feelings about the propriety of US policy and history with Latin America • Controversy breeds emotion and engagement
  • 10. Social media content marketing • Twitter as a tool for group interaction • Social media=Social Presence for many of our student • Super Bowl Sunday Real Time Tweeting • Other events: Oscars, Emmys, etc.
  • 11. Search Engine Optimization • Adobe connect for website SEO audit (task based going deeper with content) • Small group meetings on projects • Share documents discuss tools and audit reports • Continue work on Google hangouts
  • 12. Summing Up: High Impact Strategies • Embrace role as discussion leader, tour guide; No room for sage on the stage • Scope of content should focus on depth not breadth • Be social (names, emoticons, humor, cheerleader, available) • Tasked based project