Journal of Global Issues and Interdisciplinary Studies.pdf

JOGIIS
GLOBAL ISSUES AND
INTERDISCIPLINARY STUDIES
Published by
INSTITUTE OF HEALTH SCIENCE,
RESEARCH AND ADMINISTRATION NIGERIA
Journal of
ISSN 97700000

Journal of Global Issues and Interdisciplinary Studies, Vol. 1, Issue 1; 2023
View this publication @ www.instituteofhealthsc.com
Published by Institute of Health Science, Research and Administration Nigeria
ISSN: 97700000
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All rights reserved
Reproduction of any part of this Journal, beyond that permitted by the Copyright Act, without
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Published October, 2023
By
Institute of Health Science, Research and Administration Nigeria,
ISSN: 97700000
Disclaimer
The responsibility of the content and opinions expressed in the Journal of Global Issues and
Interdisciplinary Studies and is exclusively that of the author(s) concern. The publisher of the
journal is not responsible for errors in the contents or any consequences from the use of the
information contained in it. The opinions expressed in the research papers in this journal do
not necessarily represent the views of the publisher.

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EDITORIAL BOARD
Ass. Prof. Dr Oruikor, Gabriel Jeremiah Editor-in-chief
Dr. Isaac Adie (PhD) Editor
Dr. Durotoye, M. Peace (PhD) Asst. Editor
Dr. Abua Ntamu (PhD) Editorial Manager

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JOGIIS EDITORIAL ADVISORY BOARD
Prof Alfred Akpavirie Aggrey-Fynn (Engineering-economics):
Faculty of Engineering, Indiana University Bloomington, in the United States of
America (USA)
Prof. Wirba Amenu Foven (Nursing, Medicine and Pharmacy):
Director of Studies affairs, King's University, Poland; Chancellor and Founder,
Continental University of science and Technology, Cameroon
Professor Victor Ugbem (Social Sciences; Marketing, Economics and management):
Chancellor and founder, African University of Togo, and African University of Benin
republic
Prof. Djibril Naguibou Mohamadou (Medicine, Pharmacy, and Public Health):
Special adviser to the president on health issues, Ministry of health and Education,
Republic of Benin; Consultant Cardiology, Benin Central Hospital;
HOD at Department of Pharmacology, University of Abomey-Calavi, Benin republic;
and Vice Chancellor, Good shepherd University of Benin republic.
Prof. Kidzu T. Oweh (Socio-political Philosophy, Logic and Epistemology):
Former Head of Department of Philosophy, Federal University Wukari- Nigeria; and
Currently IPC Academic Staff Union of Universities.
Professor Audu Dangana (Entrepreneurship, Human Resources Management, Leadership,
Finance and Organizational Management):
Director, Academics and Corporations, Continental University of science and
Technology, Cameroon
Ass. Prof. Doris Atibinye Dotimi (Community Health):
Dean, Faculty of Health Sciences at Bayelsa Medical University, Nigeria

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ABOUT THIS JOURNAL
The world today faces a myriad of urgent challenges that transcend disciplinary boundaries.
The World Economic Forum's emphasis on these multidisciplinary issues highlights the
interconnected nature of our globalized world. Solutions demand collaboration, innovation,
and integrated approaches across various sectors. By fostering partnerships between
governments, businesses, academia, and civil society, the international community can work
towards a more sustainable, equitable, and prosperous future for all. The urgency of these
challenges underscores the need for immediate action and a collective commitment to finding
solutions that transcend borders and disciplines
With respect to this, IHSRAN is calling on all academics and researchers in all disciplines to
enhance the impact of their research by publishing in the renowned IHSRA Journal of Global
Issues and Interdisciplinary Studies.
Become part of our distinguished community of intellectual leaders and contribute to shaping
the future of global comprehension. Present your manuscript today and make your mark in
the world of academia. Let's collaboratively explore the crossroads of knowledge and propel
positive transformations across various fields.
The key objectives of IHSRAN are to influence the future of Global research and policy
making while contributing to the advancement in sharing insights that bridge disciplines and
tackle the complex challenges of our interconnected world; on a global scale
Submission Guidelines:
- Papers should not be more than 20 pages and should be accompanied with an abstract of not
more than 250 words
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- Articles should be sent to editorihsrajournals@instituteofhealthsc.com
ASS. PROF. DR.ORUIKOR GABRIEL JEREMIAH
drgabrieljeremiah@instituteofhealthsc.com

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TABLE OF CONTENTS
EDITORIAL BOARD ...............................................................................................................ii
JOGIIS EDITORIAL ADVISORY BOARD ...........................................................................iii
ABOUT THIS JOURNAL........................................................................................................iv
LIST OF ARTICLES...........................................................................................................
LIST OF CONTRIBUTORS ....................................................................................................vi
IMPACT OF DIGITAL MARKETING ON THE GROWTH OF BUSINESS IN NIGERIA:
A STUDY OF OGOJA ULTRA MODERN RICE MILL IN CROSS RIVER STATE
Abua N.E, A.E. Egele.................................................................................................................1
THE IMPACT OF CLASSROOM DESIGN ON STUDENT LEARNING: A CASE STUDY
OF CAMERON SCHOOLS, Oruikor,G.J., Ewane,H.D., Durotoye, M.P.,Akomaye,C .U.....21
STUDIES OF PROSTATE SPECIFIC ANTIGEN AND HISTOPATHOLOGY OF RATTUS
NORVEGICUS WITH EXPERIMENTAL PROSTATE NEOPLASM
Oruikor,G. J., Opurum,I.A ., Yohanna.W., Okpanachi.M.O ...................................................41
FACTORS MILITATING AGAINST FAMILY PLANNING AMONG WOMEN IN
RURAL COMMUNITIES IN KADUNA STATE, NIGERIA
Akomaye ,C.U., Durotoye, M.P., Jeremiah,A-F.G., Ibrahim.U., Nnabugwu,M .O.................59
IDENTIFYING THE SIDE EFFECTS OF SELF-MEDICATED DICLOFENAC SODIUM:
A CASE STUDY OF CONSTRUCTION WORKERS IN RASFODD NIGERIA LIMITED,
LAGOS, NIGERIA, Oruikor, G. J., Mordecai.O., Jeremiah,A-F., Naguibou, D.M., Abimbola
I. J., Nwokpor,V.C....................................................................................................................71
THE RELATIONSHIP BETWEEN ICT UTILIZATION AND FRAUD LOSSES IN
COMMERCIAL BANKS IN NIGERIA, Samuel, E.U., Oluwatosin,J.A., Muhammad,A.M..82
THE IMPACT OF ACCOUNTING TECHNIQUES ON SMALL MEDIUM ENTERPRISES
PERFORMANCE: A CASE STUDY OF ABA, ABIA STATE, NIGERIA
Onuh,C.C., Uwakwe,E.C., Oruikor,S.J....................................................................................93
COMPARATIVE ASSESSMENT OF FASTING AND NON-FASTING
CONVENTIONAL LIPID PROFILE IN HYPERTENSIVE PATIENTS
Ogundahunsi.O., Olooto,W.E, Ogundare .F. F.,Shakunle A.A.,Naguibou,D.M....................112

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LIST OF CONTRIBUTORS
S/N NAMES INSTITUTION / AFFILIATION
1. A.E. Egele Ebonyi State University, Abakaliki
2. Abimbola I. J. West Africa Union University, Republic of Benin
3. Abua N.E Institute of Health Science, Research and Administration
Nigeria
4. Akomaye, C.U. University of Port Harcourt, Nigeria
5. Durotoye, M.P Institute of Health Science, Research and Administration
Nigeria
6. Ewane,H.D. University of Parakou, Republic of Benin
7. Yohanna .W Modibbo Adama University (MAU), Yola, Nigeria
8. Ibrahim. U Community Health Practitioners Registration Board of
Nigeria (CHPRBN).
9. Jeremiah, A-F.G West Africa Union University, Republic of Benin
10. Mordecai.O. University of Portharcourt
11. Muhammad,A.M ISM Adonai University, Benin Republic
12. Naguibou, D.M. University Abomey-Calavi
13. Nnabugwu,M .O Saint Monica America University, Buea, Cameroon
14. Nwokpor,V.C International University of Bamenda, Cameroon
15. Ogundahunsi, O. A. Olabisi Onabanjo College of Health Sciences, Sagamu,
Ogun state
16. Ogundare, F.F, Lagos State University College of Medicine, Ikeja Lagos
17. Olooto, W. E. Lagos State University College of Medicine, Ikeja Lagos
18. Oluwatosin,J.A. Institute of Health Science, Research and Administration
Nigeria
19. Onuh,C.C. University of Parakou
20. Okpanachi.M.O I-fatose University of Benin
21. Opurum, I. A. Salford University, United Kingdom
22. Oruikor, G. J. University of Parakou, Republic of Benin
23. Oruikor, S. J. Ken Sarowiwa Polytechnic, Bori
24. Samuel, E.U. University of Parakou
25. Shakunle, A. A. University of Abomey Calavi Cotonou-Benin Rep
26. Uwakwe,E.C. ISM Adonai University

Impact Of Digital Marketing On The Growth Of Business In Nigeria, Abua N.E. et al
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IMPACT OF DIGITAL MARKETING ON THE GROWTH OF BUSINESS IN
NIGERIA: A STUDY OF OGOJA ULTRA MODERN RICE MILL IN CROSS
RIVER STATE, NIGERIA
1
Abua N.E, 2
A.E. Egele
1
Institute of Health Science, Research and Administration Nigeria
2
Department of Marketing, Faculty of Management Sciences, Ebonyi State University,
Abakaliki
Corresponding author: ABUA N.E. abuantamu83@gmail.com +234(0)8122475997.
Article history: Received 4 September, 2023, Reviewed 14 September, 2023, Accepted for Publication 30
September, 2023
ABSTRACT
Digital marketing is an effective way to reach a wider audience and promote
businesses in Nigeria. This study is on Impact of Digital Marketing on the
Business Growth of Ogoja Ultra Modern Rice Mill. The objective of the
study was to assess the impact of website marketing, content marketing, and
social media marketing on increase insales and profitability of Ogoja Ultra
Modern Rice Mill. The study was based on the theory of business survival.
The research design adopted in the study is descriptive survey research. The
primary data required in the study was collected from management and
marketing staff of the company using questionnaire. Data collected was
analyzed descriptively with the use of means, standard deviation, skewness
and Kurtosis statistics, while inferential analysis involving the test of
hypotheses was performed with regression analysis. The findings of the study
showed that website marketing, content marketing, and social media
marketing have positive and statistically insignificant impact on sales, while
website marketing and social media marketing have positive and statistically
insignificant impact on profitability of the company. The implication of the
study is that the company has not attained high level of effectiveness of its
digital marketing operations. To make the digital marketing application of
the company more effective in achieving high level sales and profitability, it
is recommended that the company should: redesign its website to make it
more attention capturing; Appoint a skilled digital content marketing staff to
write captivating marketing contents; use video and banner advertisements to
attract potential customers,” Link its website to other websites and social
media; and use SMS and MMS to promote and advertise its packaged rice on
consumers’ mobile devices. Furthermore, the study revealed that digital
marketing has helped OGOJA ultra modern rice mill develop a better
relationship with its customers. Through social media, the company can
engage with customers, respond to their inquiries, and receive feedback,
which has helped it improve its services and products.The results of this
study highlight the significance of digital marketing in boosting business
growth in Nigeria. OGOJA ultra modern rice mill's success story exemplifies
the positive impact of digital marketing strategies, and it is recommended

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that other businesses in Nigeria also adopt these techniques to enhance their
growth and profitability.
Key words: website marketing, podcast, content marketing, social media
marketing sales and profitability.
INTRODUCTION
Ogoja Ultra Modern Rice Mill is owned by
the Cross River State government in
partnership with GPP Rice Ltd. It is
located at Okuku Road, opposite Ogoja
Army Barracks, Igoli Ogoja Cross River
State. The firm began effective production
in October, 2020 with the brand name
OGOJA RICE or SUPREME OGOJA
RICE. Their products are packaged in
sizes of 50kg, 25kg and 10kg. Apart from
the HEAD RICE, which is the major
product of the company, there are other
BYE PRODUCTS, obtained after milling
the main head rice which are seen as sub-
products; they are: rice/reject rice, broken
rice, Rice bran and classified broken rice.
The company’s customers include farmers
who supply them rice directly from their
farms, big and small restaurants within and
outside Ogoja, wholesalers and direct
consumers who come from far and near.
With such geographical spread of
customers and given the high quality of
their products, this study contends that
with the use of digital marketing strategies,
the company will experience enhanced
business growth. Besides, it is obvious that
given the competitive nature of modern
global marketing, it is impossible to use
only offline marketing approach in
accessing or linking up with customers or
consumers. And so, in this study, attempt
was made to investigate the production
and marketing activities of the factory as
they relate to the modern trends in digital
marketing. It aimed at assessing how the
company has applied digital marketing
strategies and the impact it has had on its
business growth.
The use of digital marketing by a company
is expected to impact on its business
growth. Business growth means an
increase in the size or scale of operation of
a firm usually accompanied by increase in
the resources and output (MBA
Knowledge Base, 2023). According to
Patel (2023), business growth is a stage
where an organization experiences
sustained increases in sales and profits. A
growing business is one that is expanding
in one or more ways which include
increase in revenue, sales profits, customer
base and number of employees (Sendp,
2023). Growth is crucial for the long-term
survival of a company. For the majority of
business, growth is the main objective.
With that in mind, business decisions are
often made based on what would
contribute to the company’s continued
growth and overall success. Hence, many
companies have adopted the use of digital
marketing strategy in their operations.
Digital marketing involves the use of
websites, mobile devices, social media,
search engines, and other similar channels
to market products. Traditionally,
corporations focused on marketing through
print, television, and radio. Although these
options still exist today, the rise of the
internet led to a shift in the way companies
reach consumers. That is where digital
marketing came into play. According to
Barone (2022), this form of marketing
involves the use of websites, social media,
search engines, apps-anything that
incorporates marketing with customer
feedback or a two-way interaction between
the company and the customer. Increased
technology and newer trends forced
companies to change the way they market
themselves. Email was a popular

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marketing tool in the early days of digital
marketing. That focus shifted to search
engines like Netscape, which allowed
businesses to tag and keyword stuff to get
themselves noticed. The development of
sharing sites like Facebook made it
possible for companies to track data to
cater to consumer trends. Smart phones
and other digital devices are now making it
easier for companies to market themselves
along with their products and services to
consumers.
Ogoja Ultra Modern Rice Mill adopted the
use of digital marketing strategy in its
operations. The specific dimensions of
digital marketing which the company is
utilizing are website, content marketing
and social media platform. The company
has been using these three digital
marketing approaches since its inception in
2020. This study was undertaken in order
to verify how effective these digital
marketing approaches have been. The aim
is to determine whether they are impacting
positively on the company’s business
growth with respect to increase in sales
and profitability. The assessment of the
effectiveness of the company’s digital
marketing operations is based on only
these two indices for measuring business
growth among the entire indices that can
be applied.
Digital marketing is the common name for
all the activities that gear towards
promoting sales and services through the
modern means of information and
communication technology. The
dimension covers all applications used in
marketing products and services to
customers or consumers through digital
channels. According to Kotler and
Armstrong (2010) digital marketing means
company efforts to market products and
services, and build relationships over the
internet. Parkin (2009) also defined digital
marketing as the collection of processes
that seeks to understand and respond to
customer needs in the online environment.
Digital marketing is the component of
marketing that uses the internet and online
based digital technologies such as desktop
computers, mobile phones and other
digital media and platforms to promote
products and services (American
Marketing Association, 2020). The
development of digital marketing during
the 1990s and 2000s changed the way
brands and businesses use technology for
marketing. As digital platforms became
increasingly incorporated into marketing
plan and everyday life, and as people
increasingly use digital devices instead of
visiting physical shops, digital marketing
campaigns have become prevalent
(Dahlen, 2010).
According to Davidson, Recker & Von
Briel (2017), types of digital marketing
include:
Search Engine Optimization (SEO),
according to Senyard, Baker & Davidson
(2019), is the process of optimizing your
website to "rank" higher in search engine
results pages, thereby increasing the
amount of organic (or free) traffic your
website receives. The channels that benefit
from SEO include websites, blogs, and
info graphics. There are a number of ways
to approach SEO in order to generate
qualified traffic to marketer’s website
which include: On-page SEO, which is a
type of SEO that focuses on all of the
content that exists "on the page" when
looking at a website. By researching
keywords for their search volume and
intent (or meaning), the marketer can
answer questions for readers and rank
higher on the search engine results pages
(SERPs) those questions produce. Another
approach to SEO is through off page SEO:
This type of SEO, according to Seawright
&Gerring (2018), focuses on all of the
activity that takes place "off the page"

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when looking to optimize your website.
"What activity not on my own website
could affect my ranking?" You might ask.
The answer is inbound links, also known
as back links. The number of publishers
that link to the marketer, and the relative
"authority" of those publishers, affect how
highly the marketer rank for the
keywords you care about. According to
Sarasvathy (2019), by networking with
other publishers, writing guest posts on
these websites (and linking back to your
website), and generating external attention,
the marketer can earn the backlinks the
marketer needs to move his website up on
all the right SERPs.Finally, technical SEO
states Schumpeter (2019), is a type of
SEO that focuses on the backend of the
website, and how the pages are coded.
Image compression, structured data, and
CSS file optimization are all forms of
technical SEO that can increase the
marketer’s website's loading speed — an
important ranking factor in the eyes of
search engines like Google.
Content marketing is an approach to
marketing that focuses on gaining and
retaining customers by offering helpful
content to customers that improves the
buying experience and creates brand
awareness. A brand may use this approach
to hold a customer’s attention with the
goal of influencing potential purchase
decision. The goal of content marketing is
to reach potential customers through the
use of content (Chander, 2016; The SAGE
International Encyclopedia of Mass Media,
2020).
According to Corronte, Greco, Nicotra,
Romano and Schiilac (2019), content is
usually published on a website and then
promoted through social media, email
marketing, search engine optimization, or
even PPC campaigns. The tools of content
marketing include blogs, ebooks, online
courses, info graphics, podcasts and
webinars.
Social Media Marketing is a procedure
where in strategies are made and executed
to draw in traffic for a website or to gain
the attention of buyers over the web using
different social media platforms. When a
company uses social media channels such
as Facebook, Twitter, Pinterest, Instagram,
Google and others to market a product or
service, the strategy is called social media
marketing (Wikipedia, 2017). Social
Media Marketing promotes a company’s
brand and content on social media
channels to increase brand awareness,
drive traffic, and generate leads for the
business.
Affiliate Marketing is a type of
performance-based advertising where you
receive a commission for promoting
someone else's products or services on the
marketer’s website. According to Penrose
(2020), affiliate marketing channels
include: Hosting video ads through the
YouTube Partner Program and posting
affiliate links from social media accounts.
This is part of the relatively new wave of
influencer marketing. Creating a campaign
using influencers can be a highly effective
form of affiliate marketing. Finding the
right content creators can take your digital
campaign to the next level. According to
Cooper (2018), many well-known
companies like. Amazon have affiliate
programmes that pay out millions of
dollars per month to websites that sell their
products. Also, influencers use affiliate
marketing to promote other people’s
products and get a commission every time
a sale is made or a lead is introduced.
Native advertising noteOsiyevsky&
Dewald (2015), refers to advertisements
that are primarily content-led and featured
on a platform alongside other, non-paid
content. BuzzFeed-sponsored posts are a
good example, but many people also
consider social media advertising to be
"native" like Facebook advertising and
Instagram advertising.

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According to Kickul & Gundry (2018),
traditional marketing is restricted by
geography and creating an international
marketing campaign can be hard,
expensive, as well as labor-intensive. It is
due to these lapses that digital marketing
has advantage over traditional marketing
bordering on : extensive local reach,
lower cost , easy to learn, effective
targeting, multiple strategies, multiple
content types and increased engagement.
Unlike traditional methods, digital
marketing helps to reach a larger audience
and target prospects who are most likely to
buy your products and services.
Additionally, it is more cost-effective than
traditional marketing , and enables the
measurement of success and easily
adapts to constant changes in marketing.
As can be explained by Kirtley &
O’Mahony (2018), the key to successful
marketing has always been about
connecting with the target audience in the
right place, at the right time. This is where
digital marketing has advantage over
traditional marketing. Businesses
worldwide are taking advantage of this
reality and using effective digital
marketing strategies to ensuring their
marketing efforts are more likely to reach
customers and in turn, leading to
significant commercial benefits.
Digital marketing helps reach a larger
audience than you could through
traditional methods and target the
prospects who are most likely to buy your
product or service. Ditalig marketing is
more cost-effective than traditional
advertising and enables management to
measure success on a daily basis. Below
are some outstanding benefits of digital
marketing
Digital marketing planning is a term used
in marketing management. It describes the
first stage of forming a digital marketing
strategy for the wider digital marketing
system. The difference between digital and
traditional marketing planning is that it
uses digitally based communication tools
and technology such as social media web,
mobile, and scramble surface (Dadson,
2016; Ryan, 2014.
Using Dr. Dave Chaffey’s approach, the
digital marketing planning (DMP) has
three main stages: Opportunity, strategy,
and Action. He suggests that any business
looking to implement a successful digital
marketing strategy must structure their
plan by looking at opportunity, strategy
and action. This generic strategic approach
often has phases of situation review, goal
setting, strategy formation, resource
allocation and monitoring (Chaffey and
Ellis-Chadwick, 2012).
Nurseir’s (2016) study was on exploring
the use of online marketing strategies and
Digital Media to improve the brand loyalty
and customer retention. The purpose of the
study was to examine the impact of online,
internet and digital media marketing
strategies in creating the existing and new
customers. The purpose was also to
explore the depth of internet and figure out
the possible outcomes and benefits of
using internet and digital media as a
marketing tool. The study adopted the
quantitative research method and
conducted a survey of 200 consumers. The
findings of the study affirmed that the
internet is useful and assists companies to
target specific audience and to promote
their brand, and to retain new and existing
customers. The results of the study also
revealed that internet marketing and digital
media marketing facilitates the companies’
brands to increase their popularity and
make loyal customers.
Lukmon (2017) carried out a study titled,
Digital marketing: which effect does it
have on the financial performance of
firms? The broad objective of the study
was to critically assess the impact of
digital marketing on financial growth of

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businesses in Nigeria. The study used
primary data and the firms sampled for the
study comprised 150 small business using
digital marketing in Lagos State. A census
sampling technique was used to select all
the companies. The result of the study
showed that email marketing was the most
used digital marketing tool, followed by
social media, affiliate marketing, content
marketing, search engine marketing pay
per click marketing, TV and Billboard,
SMS, and radio marketing,. The result also
showed that digital marketing had a
positive effect on financial performance.
Additionally the findings showed that
challenges of digital marketing were lack
of trained digital marketing personnel,
inadequate digital marketing knowledge
and poor application of digital marketing.
Akeel and Gubhaju (2020) undertook a
study on digital marketing and its effects
on start-up business. The aim of the study
was to research the value and influence of
digital marketing on the competitive
establishment of start-up companies. The
study was also to explore whether digital
marketing can have a substantial effect on
the growth of start-up, enhance brand
recognition, gain consumer loyalty and
strengthen customer relationships. The
study adopted a quantitative research
approach in which staffs of 5 start-up firms
were interviewed using a semi-structured
interview as the primary data collection
method. The interview was conducted
using Google meet as it was not possible
to hold face-to-face interview due to
Covid-19 pandemic. For analysis of the
primary data collected, content analysis
method was used. The findings of the
study showed that digital marketing
platforms can help companies connect
with the customers on an emotional level
when used with appropriate content.
Therefore, companies regularly need to
update and upgrade their contents and
institute security measures to promote
customer trust. The study also found out
that digital marketing has immense effect
on the growth of start-up companies.
Digital marketing can attract potential
customers and enable customers to interact
with each other in a customized way,
increase knowledge and sales and
contribute to balanced development
Digital marketing has the power to attract
and retain customers. It also has positive
effect on the consumer loyalty Start-up
companies can also build positive brand
image with the help of digital marketing.
Mobydeen (2021) researched on digital
marketing practices and organizational
performance in the mobile phone
companies in Jordan. The objective of the
study was to explore the impact of digital
marketing practices on the organizational
performance in the mobile phone
companies in Jordan. The research design
adopted was descriptive survey. The
population of the study comprised of all
managers; team leaders, supervisors, and
employees who belong to customer care,
information centre, website and social
media, R & D, and sales department which
was equal to 415 employees working in
the three telecommunications companies
in Jordan. Questionnaire was used to
collect data from the study sample of 178
respondents. Likert scale constituted the
questionnaire format. The data obtained
from the study was analyzed using the
SPSS version 21. Descriptive analyses
performed were in the form of means and
standard deviation, while test of
hypotheses involved the use of t-test. The
findings of the study showed that the
digital marketing tools have impacted
positively on the performance of the
telecommunications companies in Jordan.
More specifically, the findings indicated
that the internet tools such as social
networks, internet ads, email, and official
websites have impacted positively on the
performance of telecommunications
companies in Jordan.

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Yasmin, Tasneem and Fatema (2021)
conducted a study on the effectiveness of
digital marketing in the challenging age.
The objective of the study was to examine
the effect of digital marketing on the
firm’s sales. The study was conducted
based on both primary and secondary data
sources. The study sample consisted of one
hundred and fifty firms randomly selected
which were using digital marketing system
to sell their products to customers.
Additionally, the researchers collected data
from 50 executives from sample and other
different firms to know their opinion on
the effectiveness of digital marketing. The
collected data was analyzed with the help
of various statistical tools and techniques
which included tables, frequencies, means
and correlation analysis. The result of the
study revealed that every element of
digital marketing adopted by the
companies studied is positively related to
sales increase. All elements of digital
marketing positive effect on firms’ sales
online advertising, email marketing, social
media, and search engine optimization
(SEO) are highly positively correlated with
sales increase. However, in terms of text
messaging, affiliate marketing, and pay per
click, the result showed that there was low
positive correlation with sales increase.
Bruce, Sharong, Ying, Yaqi, Amoah and
Egala (2023) undertook a study on the
effect of digital marketing adoption on
small and medium-sized enterprises
(SMEs). The objective of the study was to
explore the impact of digital marketing
adoption on the sustainable growth of
SMEs in Ghana. The cross-sectional
research design was adopted in the data
collection process. The study unit of
analysis comprised of 533 copies of
questionnaire administered ton selected
SMEs respondents consisting of 158 SMEs
owners, 175 SMEs managers, 125 IT
managers and 75 other department
representatives who were randomly
selected. Structured questionnaire was
used to collect data from the respondents.
Out of the collect data from the
respondents. Out of the 533 respondents,
67 of them were not well completed and
thus could not be used in analysis. The
researchers adopted both online and offline
methods for collecting data. The data
collected were analyzed descriptively and
the hypotheses were tested using PLS-
SEM partial least squares and structural
equation modeling. The result of the study
established that digital marketing usage
has a direct and positive effect on SMEs
sustainable growth. The reason for this
significant effect can be ascribed to the
effective usage of digital marketing
technologies, leading to increased
customer base, improved relationships and
performance.
From all indication, no research has been
conducted on Ogoja Rice Mill on the areas
that this study has focused. And it is this
gap that this study intends to fill.
METHOD
The Study Design:
The design adopted in this study is
descriptive survey design which involved
the use of questionnaire to collect primary
data. The study sought to examine the
impact of digital marketing on business
growth of Ogoja Ultra Modern Rice Mill
based on the opinions and assessment of
management and marketing staff of the
company.
The Study Setting:
Ogoja Ultra Modern Rice Mill is owned by
the Cross River State government in
partnership with GPP Rice Ltd. It is
located at Okuku Road, opposite Ogoja
Army Barracks, Igoli Ogoja Cross River
State. The firm began effective production
in October, 2020 with the brand name
OGOJA RICE or SUPREME OGOJA

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RICE. Their products are packaged in
sizes of 50kg, 25kg and 10kg. Apart from
the HEAD RICE, which is the major
product of the company, there are other
BYE PRODUCTS, obtained after milling
the main head rice which are seen as sub-
products; they are: Reject rice, Broken
rice, Rice bran and classified broken rice.
The company’s customers include farmers
who supply them rice directly from their
farms, big and small restaurants within and
outside Ogoja, wholesalers and direct
consumers who come from far and near. It
took the researcher over 12 weeks to carry
out this work, starting from June, 25th
to
30th
August, 2023.
The Study Variable:
There are dependent and independent variables involved in the study: The independent
variables are the three elements of digital marketing adopted by Ogoja Ultra Modern Rice
Mill in Cross River State, which include website marketing, content marketing and social
media marketing, while the dependent variables are the indices of business growth, which
include increase in sales, increase in profitability, increase in market share etc.
INDEPENDENT VARIABLES DEPENDENT VARIABLES
Digital Marketing Business Growth
Figure 1: Research Framework
Source: Researcher’s Formulation
Population of the Study
The population of this study comprised all
management staff and staff working in the
marketing department who are well
informed and knowledgeable of the digital
marketing operations of Ogoja Ultra
Modern Rice Mill. The total number of
staff constituting the study population is
40 made up of 18 management staff and
22 staff in marketing department.
The sample size of the study is 40 being a
purposive sample comprising of 18
management staff and 22 staff who work
in the marketing department of the
company.
Content Marketing
Social Media Marketing
Profitability Increase
Sales Increase
Website Marketing

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Instrument for Data Collection
The instrument adopted for data collection
is questionnaire which comprises of three
sections. Section A solicited data on
demographic. Variables, section B
solicited data on effectiveness of digital
marketing dimensions, while section C
solicited data on sales and profitability
increase due to application of digital
marketing. Data collection was done by
the researcher using questionnaire
administered to management and
marketing staff of the company. The
service of a statistician was employed to
run the analysis, different books were
consulted, and computer was used for
typesetting and internet network browsing.
Artificial intelligence (AI) was also used
as a tool for this work
Analytical Techniques
The primary data collected were analyzed
descriptively using means, standard
deviation, skweness and Kurtosis statistics,
while inferential analysis involving the test
of hypothesis was performed with the
SPSS version 25.The statistical tools
above were pretested using means and
standard deviation methods. And the
ethical approval date is 20th
June, 2023.
Ethics and Permission:
This research intends to investigate the
impact of digital marketing on the growth
of business in Nigeria, with a specific
focus on the Ogoja Ultra Modern Rice
Mill in Cross River State. This research
will explore the various digital marketing
strategies that are being employed by the
company to increase their sales and
profitability. The ethical considerations
for this research include the following
principles:
1. Informed Consent: All participants
who were part of the research are
informed of the nature of the study,
and they were required to sign a
consent form before participating.
2. Confidentiality: The privacy and
confidentiality of the participants were
upheld. The data collected was treated
with strict confidentiality, and
participants are not identified by
names.
3. Data Protection: Adequate measures
were taken to protect the data collected
from unauthorized access or
manipulation. This includes the
encryption of data, storage in secure
locations, and limiting access to
authorized personnel only.
4. Transparency: The research process
was transparent, and all participants
were informed of the research findings.
Additionally, the research report is
made available to the public.
Permission was sought from the
management of Ogoja Ultra Modern Rice
Mill in Cross River State, on the 5th
of
June, 2023 and signed by the head of
Marketing and Business development on
the 9th of June, 2023 before conducting
this research. The management was
informed of the research objectives and
how the data will be used. The research
work commence only after obtaining
written consent from the management.
RESULT
The responses of management and marketing staff on the effectiveness of digital marketing,
and sales and profitability increase are shown in table 1 below.

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Table 1: Staff Responses on Effectiveness of Digital Marketing and Increase in Sales
and Profitability
S/N Digital Marketing and Business Growth
Variables
Mean Standard
Deviation
Skewness Kurtosis
1 Effectiveness of website 3.26 .1709 -.294 .895
2 Effectiveness of content marketing 3.18 .1105 -.311 .644
3 Effectiveness of social media marketing 3.21 .1707 .256 .667
4 Increase in sales due to digital marketing 3.14 .777 .120 .714
5 Increase in profitability due to digital marketing 3.12 .515 -.110 .310
Source: Research Computation SPSS 25.0
The mean staff responses of website effectiveness, content marketing effectiveness, and
social media marketing effectiveness are 3.26, 3.18, and 3.21 respectively. These can be
interpreted to indicate that these aspects digital marketing used by Ogoja Ultra Modern Rice
Mill have been fairly effective.
The mean staff responses showing that sales and profitability have been increasing due to
digital marketing of the company are 3.14 and 3.12 respectively. These can be interpreted as
indicating that there have been slight increases in sales and profitability due to digital
marketing operations of the company. However, the section on test of hypotheses will
actually show whether the various aspects of digital marketing adopted by the company are
impacting positively on sales and profitability increase or not.
Testing of Hypotheses
(i) Hypothesis 1
HO1: Website marketing does not have any significant impact on increase in sales of Ogoja
Ultra Modern Rice Mill.
H1:Website marketing has significant impact on increase in sales in Ogoja Ultra Modern Rice
Mill.
This is tested from responses from questionnaire 3:
Y= Sales, its values are taken from responses to questionnaire number 6.
X= Website marketing.
Table 2: OLS Regression Result
Dependent Variable: Security Options (Sales)
Method: Ordinary Least Squares
Sample (adjusted): SA, A, NAD,D,SD : 1-5
Variable Coefficient Std. Error t-Statistic Prob.*
Constant 993.207 119.365 8.321 0.000
Website Marketing -0.110 0.134 -0.821 0.435
R = 27.9%
R-Squared = 7.8%
Durbin-Watson stat. = 1.587

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Source: Author’s Computation SPSS 25.0 (See Appendix)
Regression Equation is: y = a + bx = 8. 321 - 0.821 x
As shown in the Ordinary Least Squares (OLS) regression estimate in table 2 above, the
coefficient of website marketing is −0.110 with associated probability value of 0.435>0.05.
This shows that Website marketing exert and statistically insignificant effect on Sales. Based
on the regression result, a 100% push in website marketing will bring about 11.0% reductions
in the level of sales. Also, presented in the result is the correlation statistics measuring the
degree of linear association between the variables: website marketing and sales. The
correlation coefficient (r) is 0.279 which is below 0.50; an indication that the relationship is
positive but weak. However, the null hypothesis is not rejected that Website marketing does
not have any significant impact on increase in sales of Ogoja Ultra Modern Rice Mill.
The explanatory power of the model (R-Squared) estimate of 0.078 (7.8%) indicates that
website marketing could only account for about 7.8% changes in sales. The unexplained 92.2
% is attributable to other factors not present in this model.
The Durbin-Watson (D-W) statistic value of 1.587 which is closer to 2 than to zero (as in the
rule of thumb), shows that the model is free from first order serial correlation problem;
therefore, the regression result cannot be accused of being spurious.
(ii) Hypothesis 2
HO2: Content marketing does not have any significant impact on increase in sales of Ogoja
H2: Content marketing has significant impact on increase in sales of OgojaUltra Modern
Rice Mill.
X= Content Marketing.
Dependent Variable: Sales
Sample (adjusted)1—5 : SA, A, NAD , D, SD
Constant 914.226 218.331 7.322 0.000
Content Marketing -0.210 0.127 -0.677 0.471
R = 26.4%
R-Squared = 6.7%

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Source: Author’s Computation SPSS 25.0 [See Appendix]
Regression Equation is: y = a + bx = 7. 322 - 0.677 x
coefficient of content marketing is −0.210 with associated probability value of 0.471>0.05.
This shows that content marketing exerts and statistically insignificant effect on sales. Based
on the regression result, a 100% push in content marketing will bring about 21.0 %
reductions in the level of sales. Also, presented in the result is the correlation statistics
measuring the degree of linear association between the variables: content marketing and
sales. The correlation coefficient (r) is 0.264 which is below 0.50; an indication that the
relationship is positive but weak. However, the null hypothesis is not rejected that Content
marketing does not have any significant impact on increase in sales of Ogoja Ultra Modern
Rice Mill. The explanatory power of the model (R-Squared) estimate of 0.067 (6.7%)
indicates that content marketing could only account for about 6.7% changes in sales. The
unexplained 93.3% is attributable to other factors not present in this model.
The Durbin-Watson (D-W) statistic value of 1.523 which is closer to 2 than to zero (as in the
rule of thumb), shows that the model is free from first order serial correlation problem;
therefore, the regression result cannot be accused of being spurious.
(iii) Hypothesis 3
HO3: Social media marketing does not have any significant impact on increase in sales of
OgojaUltra Modern Rice Mill.
H3: Social media marketing has significant impact on increase in sales of OgojaUltra
Modern Rice Mill.
X= Social Media Marketing.
Sample (adjusted): 1---5: SA,A,NAD,D,SD
Constant 871.212 129.665 7.421 0.000
Social marketing 0.129 0.116 0.755 0.444
R = 29.7%
R-Squared = 6.5%
Regression Equation is: y = a + bx = 7. 421 + 0.755 x

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coefficient of social marketing is 0.129 with associated probability value of 0.444>0.05.
This shows that social media marketing exert positive and statistically insignificant effect on
sales. Based on the regression result, a 100% push in social marketing will bring about 12.9%
increase in the level of sales. Also, presented in the result is the correlation statistics
measuring the degree of linear association between the variables: social marketing and sales?
The correlation coefficient (r) is 0.297 which is below 0.50; an indication that the relationship
is positive but weak. The null hypothesis not rejected that Social media marketing does not
any significant impact on increase in sales of Ogoja Ultra Modern Rice Mill.The explanatory
power of the model (R-Squared) estimate of 0.065 (6.5%) indicates that social media
marketing could only account for about 6.5% changes in sales. The unexplained 93.5% is
attributable to other factors not present in this model. The Durbin-Watson (D-W) statistic
value of 1.77, which is closer to 2 than to zero (as in the rule of thumb), shows that the model
is free from first order serial correlation problem; therefore, the regression result cannot be
accused of being spurious.
(iv) Hypothesis 4
HO4: Website marketing does not have any significant impact on increase in profitability of
Ogoja Ultra Modern Rice Mill.
H4: Website marketing has significant impact on increase in profitability of Ogoja Ultra
Modern Rice Mill.
Y= Profitability, its values are taken from responses to questionnaire number 6.
X= Website Marketing.
Sample (adjusted): 1---5 : SA,A,NAD.D,SD
Constant 993.212 109.475 7.322 0.000
Website marketing 0.280 0.155 0.822 0.496
R = 26.4 %
R-Squared = 8.8%
Source: Author’s Computation SPSS 25.0 (See Appendix)
Regression Equation is: y = a + bx = 7. 322 + 0.822 x
coefficient of website marketing is 0.280 with associated probability value of 0.496>0.05.
This shows that website marketing exert statistically insignificant effect on profitability.

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Based on the regression result, a 100% push in website marketing will bring about 28. 0%
increases in profitability. Also, presented in the result is the correlation statistics measuring
the degree of linear association between the variables: website marketing and profitability.
The correlation coefficient (r) is 0.264 which is below 0.50; an indication that the relationship
is positive but weak. The null hypothesis is not rejected that Website marketing does not have
any significant impact on increase in sales of Ogoja Ultra Modern Rice Mill. The explanatory
power of the model (R-Squared) estimate of 0.088 (8.8%) indicates that website marketing
could only account for about 8.8% changes in profitability. The unexplained 91. 2% is
attributable to other factors not present in this model. The Durbin-Watson (D-W) statistic
value of 1.666 which is closer to 2 than to zero (as in the rule of thumb), shows that the
model is free from first order serial correlation problem; therefore, the regression result
cannot be accused of being spurious.
(v) Hypothesis 5
HO5: Social media marketing does not have any significant impact on increase in
profitability of Ogoja Ultra Modern Rice Mill.
H5: Social media marketing has significant impact on increase in profitability of Ogoja
Sample (adjusted): 1---5: SA, A, NAD, D, SD
Constant 777.122 222.720 4.011 0.003
Social media
marketing
0.119 0.505 1.488 0.605
R = 16.4 %
R-Squared = 3. 25%
Durbin-Watson stat. = 1. 577
Regression Equation is: y = a + bx = 4.011 + 1.488 x
The Ordinary Least Squares (OLS) regression estimate as presented in the table above shows
that social media marketing with a coefficient of 0.119 and associated probability value of
0.605>0.05 this shows that social marketing exert statistically insignificant effect on
profitability. In other words, the content of the regression estimate indicates that a 100%
increases in social media marketing will cause about 11.9% increases in the level of
profitability. Meanwhile, the degree of linear association between the variable is weak and
positive (r=0.164 less than 0.50). As a result, the null hypothesis is not rejected that Social
media marketing does not have any significant impact on increase in profitability of Ogoja
Ultra Modern Rice Mill. The explanatory power of the model as reported by the coefficient of
determination (R-Squared) with a value of 3.25 % is very low; showing that only about 3.25

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% of the changes in profitability is accountable by social media marketing. The unexplained
96.75 % is attributable to other factors not present in this model. The Durbin-Watson (D-W)
statistic value of 1.577 which is closer to 2 than to zero (as in the rule of thumb), shows that
the model is free from first order serial correlation problem; therefore, the result cannot be
accused of being spurious.
DISCUSSION
The study was undertaken to assess the
impact of three digital marketing
dimensions: website marketing, content
marketing, and social media marketing on
sales and profitability increase of Ogoja
Ultra Modern Rice Mill. The company
adopted the use of digital marketing in
2020 and has been using it for about three
years now. Primary data was collected
from management staff and other
marketing staff and subjected to
descriptive and inferential analyses. The
result showed that all the dimensions of
digital marketing used by the company
have statistically insignificant impact on
sales and profitability. Furthermore, the
study revealed that digital marketing has
helped OGOJA ultra modern rice mill
develop a better relationship with its
customers. Through social media, the
company can engage with customers,
respond to their inquiries, and receive
feedback, which has helped it improve its
services and products.
The findings also suggest that Ogoja Ultra
Modern Rice Mill has been implementing
digital marketing strategies for the past
three years, consisting of website
marketing, content marketing, and social
media marketing. The study conducted
aimed to analyze the impact of these three
dimensions of digital marketing on the
company's sales and profitability.
The results of the study showed that there
was no significant impact of any of the
digital marketing dimensions on the
company's sales and profitability. This
finding is contrary to the assumption that
the implementation of digital marketing
strategies could lead to an increase in sales
and profitability. However, the study
findings suggest that digital marketing
strategies have assisted the company in
developing a better relationship with its
customers.
The study highlighted that social media
marketing has positively impacted the
company's customer relationship
management. By using social media, the
company can interact with its customers,
respond to their inquiries, and obtain
feedback. The feedback obtained could be
used to improve the company's services
and products further.
The findings of this study show that the
use of digital marketing by Ogoja Ultra
Modern Rice Mill has not had a significant
impact on its sales and profitability. These
results are consistent with some previous
research in the field.
For example, a study by Chaffey (2019)
found that while digital marketing can be
effective in raising awareness and building
brand recognition, it does not necessarily
translate into increased sales. Similarly, a
study by Grewal et al. (2021) found that
the impact of digital marketing on sales is
often indirect and difficult to measure.
However, it is important to note that other
research has shown that digital marketing
can have a significant impact on sales and
profitability when used effectively. For
example, a study by Verhoef et al. (2015)
found that companies that adopt an
integrated approach to digital marketing,
combining multiple channels and
strategies, tend to see higher levels of sales
growth.

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Overall, the findings of this study suggest
that while digital marketing can help
companies improve their customer
relationships and engagement, its impact
on sales and profitability may be limited
unless it is used in conjunction with other
marketing strategies and efforts. Further
research is needed to better understand the
most effective ways to implement digital
marketing in different industries and
contexts.
CONCLUSION:
In conclusion, the study therefore shows
that digital marketing adopted by Ogoja
Ultra Modern Rice Mill has positive and
insignificant impact on business growth.
This implies that the company is yet to
attain a high and satisfactory impact of
digital marketing. Hence, the company
needs to formulate plans and design
further strategies to re-invigorate and
enhance its digital marketing operations.
RECOMMENDATIONS
(1) The company should re-design its
website to make it more visible,
attractive, and attention capturing in
order to draw increased audience and
customers.
(2) The company should improve on its
content marketing by employing a
digital marketing expert who will use
his skill in writing captivating
marketing content to draw more
audience and customers to purchase
the company’s products.
(3) The company should use video and
banner advertisements on social media,
as well as blogging and stimulating
customers to engage on discussion of
its rice brands to attract potential
customers.
(4) The company should link its website to
other websites and social media to
increase consumers’ awareness and
drawing of increased audience who
may be influenced to purchase the
company’s packaged rice or
recommend it to others.
(5) The company should adopt the use of
SMS and MMS to send promotional
and marketing communications
messages to consumers’ or customers’
mobile devices to advertise or solicit
the purchase of their rice brands.
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The Impact Of Classroom Design On Student Learning: A Case Study Of Cameron Schools, Oruikor,G.J. et al
ISSN: 97700000
21
THE IMPACT OF CLASSROOM DESIGN ON STUDENT LEARNING: A CASE
STUDY OF CAMERON SCHOOLS
1
Oruikor,G.J., 2
Ewane,H.D., 3
Durotoye,M.P., 4
Akomaye,C.U
1
Institute of Health Science, Research and Administration Nigeria: Department of Health and
science research
2
Department of Science education, University of Parakou, Benin Republic
3
Department of Health and science research, Institute of Health and science research
4
Department of admiration and education, Institute of Health Science, Research and
Administration Nigeria
Corresponding author: EWANE HORTENCR DIELLE ; +237 6 56 80 75 28,
ewaneh0@gmail.com
Article history: Received 6 March, 2023, Reviewed 20 March, 2023, Accepted for Publication 10 April, 2023
ABSTRACT
Background: Students cannot be successful in terms of their behavior, or
academic learning, without an environment that has been intentionally
created for this purpose. Classroom design is a critical element in creating an
effective learning environment. Classroom design should be intentional and
purposeful, incorporating elements such as natural light, flexible spaces,
comfortable furniture, strategic use of color, and technology that supports
learning. The objective of this project is to discover how to enhance the
learning environment for students in Cameroon by reviewing related work on
how classroom design affect learning outcomes of students.
Method: This is a narrative review study in which peer-reviewed published
research articles were reviewed. The articles were screened based on the title,
abstract and full-text articles. 40 citations were screened of which 31 were
excluded after the title and abstract were screened. 25 articles were then
retrieved for reading and after reading through, 12 articles were found to be
relevant to the critical review process of this study.
Result: Of all the design elements that make up the classroom, the
environmental variables (temperature, acoustics, and lighting) have been the
most studied individually. The SIN principles using the EB model; gives
more indepth analysis and robust outcomes of the impact classroom design
have on students' learning.
Conclusion: From literatures, it is anticipated that the built environment of
the classrooms will have a great impact on students' academic performance,
health and wellbeing. Therefore, imbibing these approaches before designing
classrooms in Cameroon and understanding factors that influence student
learning comfort; may go a long way to impact students learning outcomes.
INTRODUCTION
Education is a means to an end, the output
of the educational system constitutes the
nation’s human as well as material
resources. The skills and competences
people acquire from schooling enable them
to earn a living and participate in nation
building. Thus, those who do not go to

ISSN: 97700000
22
school are deprived of the right of
acquiring these skills and competences,
which may hamper their social and
economic growth and consequently the
development of a nation. This is why the
UN 1948 Universal Declaration of Human
Rights, the 1994 Salamanca statements
and the Cameroon 1998 law on the
Orientation of Education were all aimed at
providing educational opportunities to all1
.
Teaching and learning are multifaceted
phenomena; and that’s how we should be
thinking about them, right from the start2
.
According to Mark Cohan3
, “Good
students are those who learn. Whatever
their preconceptions, barriers or deficits—
whatever their story—they take new
information and new experiences, and to
the best of their ability, make them tools
for transforming themselves and their
world. Learning is a very complex process
influenced by many factors4,5,6
. Currently,
there are significant differences in learning
outcomes, activities, teaching methods and
assessment across the sector. These have
an effect on student engagement, learning
and retention7
. Generally, lecturers
teaching with high student interaction and
feedback are associated with higher
student satisfaction ratings8,9,7
.
Students feel comfortable, confident, and
successful when they know what is
expected of them and can meet those
expectations. These expectations
combined with classroom routines,
procedures, and organization create a
positive classroom learning environment
that increases students’ ability to learn and
be successful. In recent years, many
schools and teachers have witnessed an
increased prevalence of social and
emotional needs as well as challenging
student behaviors. Individually, these
concerns cause problems for students as
they develop their interpersonal and
intrapersonal skills, while holistically,
these concerns within the classroom can
potentially disrupt learning. To mitigate
these concerns, classrooms, schools, and
districts have created plans for social and
emotional learning, positive student
behavior, and classroom and school-wide
expectations, routines, and procedures.
Collectively, these essential elements
establish the strong foundation needed to
create a positive learning environment that
is welcoming for all students and safe for
learning and discovery. Teachers get
frustrated with a student’s behavior when
the structure within their classroom lacked
the basic routines, procedures, and
expectations needed to create a positive
classroom environment in which the
student could be successful. Students
cannot be successful in terms of their
behavior, or academic learning, without an
environment that has been intentionally
created for this purpose.
So how do teachers create a learning
environment that is structured, organized,
consistent, inviting, and engaging? Well, it
is much easier than it sounds and hinges
on the creation of a classroom
environment prior to students arriving in
the classroom. Creating a Positive
Classroom Learning Environment include:
Positive & welcoming atmosphere that is
clean and minimalist, Establish clear
routines and procedures, Consistent
student expectations that meet the needs of
all students, Organization is key—
Everything has a place and everything in
its place, Plan the routines and procedures
for celebrating students and Quiet, private,
and calm areas for personal time and
reflection10
. A well-designed classroom
can facilitate engagement, promote
creativity, foster collaborative learning,
and improve academic achievement. By
designing a classroom space that’s
optimised for student achievement,
students can learn better, faster, and more
readily than ever before.
Classroom design is a critical element in
creating an effective learning environment.
A well-designed classroom can enhance

ISSN: 97700000
23
engagement, promote creativity, foster
collaborative learning, and improve
academic achievement. Classroom design
should be intentional and purposeful,
incorporating elements such as natural
light, flexible spaces, comfortable
furniture, strategic use of color, and
technology that supports learning.
Research has shown that classroom design
can have a significant impact on student
behavior, emotions, and cognitive
processes. As such, educators and school
administrators should prioritize classroom
design as a key component of their efforts
to improve student learning outcomes.
However, it is essential to note that
effective classroom design is not a one-
size-fits-all approach. Different classrooms
and students have varying needs, and
classroom design should be adapted to
meet those needs. Classroom design
should be based on an understanding of the
learning goals, the needs of the students,
and the teaching methods used in the
classroom11
.
Classroom design is the process of
planning, organising, and building an
environment that maximises student
achievement. Effective classroom design
incorporates a range of different physical
elements, including classroom layout,
seating arrangements, lighting, acoustics,
furniture, technology and colour, to ensure
the best learning environment for students.
Much research has been conducted on the
importance of classroom design on student
learning. Evidence shows that physical
design elements have the ability to
influence student behaviour – for better or
worse – which, in turn, affects learning,
engagement, interaction, and concentration
at school. A responsive case study held at
Iowa State University revealed how
classroom design influences student
behaviour12
. The case study explored the
impact of a newly redesigned Active
Learning Classroom (ALC) on students.
The ALC utilised a number of design
elements, including flexible furniture and
portable whiteboards to promote a more
active learning environment. The study
demonstrated the many ways in which the
physical attributes of your classroom
design plan can promote student
engagement. Mobile chairs can be used to
encourage movement and facilitate
interpersonal communication and
collaboration, while portable whiteboards
can empower group work and rapid
assessment of knowledge. Removal of
spatial barriers between teachers and
students can also help promote a greater
sense of connection between teachers and
pupils, while a more flexible space makes
classrooms highly adaptable to a variety of
instructional strategies and approaches12
.
The physical space and layout of a
classroom significantly impact the learning
experience of students. A well-designed
classroom should be spacious, flexible,
and adaptable to various learning
activities. For instance, classrooms that are
designed to support collaborative learning
activities should have flexible furniture
such as tables and chairs that can be easily
rearranged to facilitate group discussions.
Additionally, the layout of the classroom
should be organized in a way that
minimizes distractions and disruptions,
enabling students to focus on their learning
activities. The use of color in classroom
design can influence student behavior,
emotions, and cognitive processes. Colors
can evoke different emotions and feelings,
and different colors can have different
effects on learning. For instance, blue is
often associated with calmness, while red
is linked with excitement and stimulation.
The color green has been found to improve
reading ability, while the color red can
help with memory retention. The use of
color in classroom design should be
intentional and purposeful. The furniture
in a classroom plays an essential role in
creating a comfortable and supportive
learning environment. Classroom furniture

ISSN: 97700000
24
should be ergonomically designed,
promoting good posture and reducing
discomfort or fatigue. Additionally,
furniture should be versatile and flexible,
allowing for easy customization to fit
different learning activities. Furniture
should also be arranged in a way that
supports learning activities, such as group
discussions, presentations, and
independent work. Technology has
revolutionized classroom design,
providing new opportunities for
engagement and collaboration. Classroom
design should incorporate technology that
enhances student learning outcomes. For
instance, interactive whiteboards can
facilitate group work, while projectors can
support multimedia presentations.
Additionally, technology should be
integrated in a way that supports student
learning and allows for seamless
transitions between different learning
activities10
. All of these changes can be
made at minimal cost, proving that one
really can design a classroom that
maximises student achievement without
digging too deeply into the school
budget11
.
So what is the ‘ideal classroom’ design?
The answer will vary greatly depending on
the teaching style, the age of students, and
even the subjects being taught, so one
would need to consider the goals and
teaching philosophies prior to designing a
classroom. The perfect art room, for
example, is unlikely to look the same as
the perfect maths classroom design, as
both rooms aim to achieve completely
different goals. There are, however, some
important elements that are common to
many classroom styles.
Good natural light can help create a sense
of physical and mental comfort which is
conducive to student performance. An
effective classroom design offers a large
amount of natural light while cutting down
on glare. Good quality artificial light will
also be required to supplement classroom
illumination when natural light is
insufficient or unavailable. Natural light
can improve mood and energy levels,
leading to better engagement and focus.
Classrooms should be designed with
windows and skylights that allow for
natural light to enter the space. Good
quality artificial light will also be required
to supplement classroom illumination
when natural light is insufficient or
unavailable. The elements in this category
include: air quality, temperature, acoustics
(sound or noise) and link to nature. The
experiences of nature may offer profound
benefits for students, potentially promoting
social interaction, enhancing physical and
cognitive development, encouraging
imaginative play, and even stimulating
empathy. While there are still a lot of
questions about the impact of nature on
childhood development, offering students
views of nature, as well as doors leading
directly towards a play area are believed to
have positive effects on children.
Including natural elements in the
classroom, such as plants and wooden
furniture, may also improve learning and
behaviour. Poor air quality and ventilation
can be a big problem in the classroom. A
good classroom design incorporates
windows with generous opening sizes,
multiple ventilation points, and large
rooms to prevent carbon dioxide buildup
and stale air. Where natural ventilation is
problematic, it’s best to design a classroom
that incorporates mechanical ventilation to
improve air quality. The discomfort caused
by an increase in temperature and
humidity can see student achievement and
task-performance deteriorate as attention
spans decrease. That’s why a cooler
learning environment is best for supporting
learning efficiency. Good central heating
control allows teachers to maintain an
optimal temperature in the classroom.
Temperature can also be controlled by
ensuring windows aren’t directly facing
the sun, or at least have some form of
shading to prevent the temperature from

ISSN: 97700000
25
rising to uncomfortable levels. This is
particularly important throughout
Australia’s harsh summer days.
Controlling both internal and external
noise can help ensure students are able to
focus on their work, while allowing
teachers to be heard. Situating rooms away
from busy areas such as playgrounds and
noisy roads is best, though buffers such as
trees, shrubs, and other physical barriers
can also be erected to help block external
sources of sound. Internally, the best
classroom design utilises sound absorbing
elements, such as carpet and soft furniture,
to improve acoustics. Chairs should also
be fitted with rubber feet to minimise
scraping, while seating can be arranged in
a way that brings students closer to the
teacher.
Individualisation accounts for roughly a
quarter of classroom design’s impact on
student learning and behaviour. Elements
include flexibility, ownership and
connection. A flexible classroom offers
opportunities for a range of different
modes of learning. Long-term, a flexible
classroom needs to accommodate changes
in pedagogical goals, educational
programs, and instructional strategies.
Methods of building flexibility into your
classroom include creating clear breakout
zones, offering good and accessible
storage options that don’t take up useful
learning space, as well as creating a varied
floor plan for different activities, which is
essential to younger pupils who need to
engage in play-based learning. Large wall
areas can also be used to display
information, presentations, and student
work, turning your room into a teaching
tool in its own right. Physiological and
psychological research indicates that a
personalised space is important to
developing a sense of self-worth, as well
as to the formation of an individual’s
identity11
. It’s also argued that intimate
and personalised spaces may be better for
helping students absorb, memorise, and
recall information. To help your students
identify with ‘their’ classroom, try to
create a distinctive room design that
enables pupils to feel a sense of ownership
over the space. Methods include
displaying student work, and including
elements that are personalised by the
students themselves, such as coat pegs,
lockers, or drawers with their names on it.
Even choosing comfortable and interesting
chairs and desks that are ergonomic to the
student’s specific age and size can help
promote a sense of ownership. Connection
involves pathways through the school
environment which allow for safe and free
movement. Wide corridors can help
prevent overcrowding, and can also be
used as storage areas to free up space
within the classroom. Large pictures on the
walls, landmarks, and abundant daylight
with plenty of outdoor views can also be
beneficial to your students as they navigate
their way through the school.
As with individualisation, classroom
design research has found that appropriate
levels of stimulation account for roughly a
quarter of room design’s impact on
learning. In the classroom, diversity of the
floor layout, walls, and ceiling should
stimulate the student’s senses while still
retaining a sense of order. Displays on
walls should leave a minimum 20% of the
wall uncovered so there’s not too much
visual noise. Interestingly, while younger
students who need to engage in play-based
learning performed better in classrooms
with multiple learning ‘zones’, older
students required a simpler arrangement
with fewer zones in order to thrive. This
means you’ll need to consider the age of
your students when determining the best
floor plan for your classroom. Elements
include colour, connection and
complexity. Complexity refers to the
visual ‘busyness’ of a space. Factors such
as diversity, novelty, and atypicality can
introduce visual complexity, which, in
turn, affects a student’s ability to learn and

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