Reviving Ghost town like lectures and tutorials – linking engagement and assessment

Findings of Bryson and Hand (2007) case study emphasise that assessment is the key feature for engagement. We redesigned the module marketing communications to increase student engagement and piloted new ideas of engagement.... [ view full abstract ]

Findings of Bryson and Hand (2007) case study emphasise that assessment is the key feature for engagement. We redesigned the module marketing communications to increase student engagement and piloted new ideas of engagement. Students were asked to submit portfolio pieces each week based on a specific topic (e.g. posters, case studies, critical reflections). The portfolio pieces were formative but students were informed that the exam will be linked to portfolios and so it was paramount for students to engage inside and outside the classroom at all times. Using an integrative approach to assessment to increase student engagement seemed a new way of engaging students critically and creatively and yet we learned that the student’s mindset is focused around assessment rather than engagement. Thus, we feel that there is a need to rethink the way we design modules in marketing education. This paper will explain our preliminary findings and ideas for further researching this aspect and suggests to focus on student engagement rather than assessment in regards to module design.