‘현장연구 기반 마케팅 전략 수립’ 실습프로그램 개발 실행연구

Abstract

Objectives The purpose of this study is to develop the practice program of ‘Establishment of marketing strategy based on field research’ for the face-to-face and non-face-to-face ｢Principles of Marketing｣ PBL classes, respectively.
 Methods After developing a practice program according to the meaningful learning experience-oriented course design method, it was operated for 4 years (2 years of face-to-face class, 2 years of non-face-to-face class), and has been improved through action research. The researcher's participant observation log (reflection diary), student's learning log and interview data were analyzed using content analysis methods. Causal chains analysis and class structure analysis were also applied.
 Results The practice program used two linked PBL modules: From the perspective of a company, each team 1) finds consumer pain points based on field research results and 2) establishes marketing strategies that can resolve/improve them. The face-to-face class program focused on problem-solving practice based on field research data. The non-face-to-face class program was structured around the use of CIT (critical Incident Technique) and mini-survey in connection with ZOOM-based interviews instead of participant observation. In the final non- face-to-face ｢Principles of Marketing｣ class to which this method was applied, the result of the lecture evaluation portrayed a high satisfaction level (98.8/100 points).
 Conclusions The final completed non-face-to-face class and face-to-face class practice program was presented using the ‘course structure diagram’ to make it easier to understand the overall structure. Methods of application in mixed classes (classes using both face-to-face and non-face-to-face instruction), which are expected to increase in the future, are also presented.