Ranya Yousif
Marketing educators strive to achieve a balance between research-led education and industry-led education and aligning marketing curriculum with the standards and expectations set by employers. I am the module leader of the Advertising and Media Campaign course taught to senior students in major marketing. The module aims to demonstrate and familiarize the students with the steps of an advertising campaign, to provide the students with employable practical skills that can be very useful in their future careers. This case study is a reflection of the teaching and assessment strategies implemented in the module to facilitate students’ active participation in constructing their knowledge highlighting the use of experiential and authentic learning through activities stimulating practical contexts to facilitate students’ exposure to learning experiences that develop their critical thinking and other important skills needed in the marketing profession. The case demonstrates how the course curriculum is developed to achieve its learning outcomes and cope with the professional market requirements and students’ expectations.
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