Application of problem-based learning in marketing studies combined with silver-haired business opportunities

Abstract

Problem-Based Learning (PBL) is an approach that focuses on practical problem-solving and places the student at the center of the learning process. Students work collaboratively in groups to apply theoretical concepts and solve problems. The instructional process consists of two main phases, with each class session divided into two units: teacher-led instruction and group discussions. During the teacher-led instruction unit, the teacher provides explanations of relevant marketing theories. In the group discussion unit, students engage in discussions related to the presented topics. To facilitate these discussions and familiarize students with the PBL teaching model, JAMBOARD and GOOGLE SITE software are utilized as tools during the first phase. In the second phase, the curriculum incorporates the topic of "silver-haired business opportunities" allowing students to gain an understanding of the needs of the old adults and develop marketing strategies specifically targeting this demographic. The effectiveness of PBL in enhancing students' focus, autonomy, learning value, and importance is demonstrated through the application of the Learning Motivation Scale and Learning Attitude Scale. Qualitative research highlights several advantages of PBL in marketing education, including its connection to real markets, promotion of cooperation, fostering of innovation and critical thinking, facilitation of autonomous and interdisciplinary learning, and enhancement of problem-solving abilities. Additionally, a fuzzy Delphi analysis indicates that students highly value effective teaching in the PBL experience.