About this paper

Appears in:
Pages: 1406-1414
Publication year: 2012
ISBN: 978-84-615-5563-5
ISSN: 2340-1079

Conference name: 6th International Technology, Education and Development Conference
Dates: 5-7 March, 2012
Location: Valencia, Spain

THE USE OF DIGITAL TRANSMEDIA STORYTELLING FOR CASE STUDIES IN MARKETING EDUCATION

L. Andreu1, J. Marti2, J. Aldas1

1Universitat de Valencia (SPAIN)
2Universidad Europea de Madrid (SPAIN)
Digital Storytelling is the practice of using computer-based tools to tell stories. Digital stories usually contain some mixture of computer-based images, text, recorded audio narration, video clips and/or music. Furthermore in a more complex media environment of digital convergence and multi-broadcasted (television, web, mobile) these digital stories can be broadcast through different devices including not only computers but mobile phones and tablets. In this multi-screen environment transmedia digital storytelling can help to develop educational resources to be used through different media and languages that can enrich the learning experience. This paper analyzes the impact of new transmedia digital storytelling in education and, in particular, in subjects related to marketing management. This paper also shows the important role of the student as a co-creator of these learning materials and the benefits of getting much more involved in the learning process. Our research presents a theoretical framework for developing such materials to be used in learning resources such as case studies in brand management and destination marketing. The main results of the case studies identify the advantages of the adoption of technological resources for education to improve the learning process by means of integrating knowledge and skills through the use of transmedia storytelling.
@InProceedings{ANDREU2012USE,
author = {Andreu, L. and Marti, J. and Aldas, J.},
title = {THE USE OF DIGITAL TRANSMEDIA STORYTELLING FOR CASE STUDIES IN MARKETING EDUCATION},
series = {6th International Technology, Education and Development Conference},
booktitle = {INTED2012 Proceedings},
isbn = {978-84-615-5563-5},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {5-7 March, 2012},
year = {2012},
pages = {1406-1414}}
TY - CONF
AU - L. Andreu AU - J. Marti AU - J. Aldas
TI - THE USE OF DIGITAL TRANSMEDIA STORYTELLING FOR CASE STUDIES IN MARKETING EDUCATION
SN - 978-84-615-5563-5/2340-1079
PY - 2012
Y1 - 5-7 March, 2012
CI - Valencia, Spain
JO - 6th International Technology, Education and Development Conference
JA - INTED2012 Proceedings
SP - 1406
EP - 1414
ER -
L. Andreu, J. Marti, J. Aldas (2012) THE USE OF DIGITAL TRANSMEDIA STORYTELLING FOR CASE STUDIES IN MARKETING EDUCATION, INTED2012 Proceedings, pp. 1406-1414.
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