About this paper

Appears in:
Pages: 7342-7348
Publication year: 2015
ISBN: 978-84-606-5763-7
ISSN: 2340-1079

Conference name: 9th International Technology, Education and Development Conference
Dates: 2-4 March, 2015
Location: Madrid, Spain

STUDENTS´ ATTITUDES, SATISFACTION, AND LOYALTY TOWARDS A COLLABORATIVE LEARNING ACTIVITY ON INTERNATIONAL MARKETING

J. Marti-Parreño, S. McDaniel, L. Summerfield, C. Queiro-Ameijeiras

Universidad Europea de Valencia (SPAIN)
Today´s higher education demands active learning formats in order to engage students in their learning process. Most common active learning formats include a wide variety of collaborative classroom activities, problem-solving activities, the use of new technological web-based applications such as Skype or Google Hangouts, or the use of gammified classes. Collaborative learning formats enhance students´ motivation and involvement in learning activities resulting in higher student performance and satisfaction with learning activities. This paper analyzes an international marketing collaborative learning activity and students´ attitudes, satisfaction, and loyalty towards the activity. A sample of 48 students from 9 different European countries enrolled in the International Marketing Week Valencia 2014 was randomly assigned to one of eight different teams in order to develop an international marketing plan for a Spanish winery. Using a real winery as a background for the project students were encouraged to develop this international marketing plan in a collaborative and self-regulated context during 3 days. Students were provided with different tasks and a suggested framework in order to accomplish with the main goal of developing the international marketing plan but they decided the order and time devoted to each task. Students were also encouraged to use their previous knowledge on the subject and their cultural background to contribute with useful and creative solutions to the project. Results suggest that students´ attitude and satisfaction with this learning activity is high. Results also suggest that students´ attitudes are related to their satisfaction with the activity and satisfaction contributes to students´ loyalty to the activity, that is, students´ intention to participate again in the activity.
@InProceedings{MARTIPARRENO2015STU,
author = {Marti-Parre{\~n}o, J. and McDaniel, S. and Summerfield, L. and Queiro-Ameijeiras, C.},
title = {STUDENTS´ ATTITUDES, SATISFACTION, AND LOYALTY TOWARDS A COLLABORATIVE LEARNING ACTIVITY ON INTERNATIONAL MARKETING},
series = {9th International Technology, Education and Development Conference},
booktitle = {INTED2015 Proceedings},
isbn = {978-84-606-5763-7},
issn = {2340-1079},
publisher = {IATED},
location = {Madrid, Spain},
month = {2-4 March, 2015},
year = {2015},
pages = {7342-7348}}
TY - CONF
AU - J. Marti-Parreño AU - S. McDaniel AU - L. Summerfield AU - C. Queiro-Ameijeiras
TI - STUDENTS´ ATTITUDES, SATISFACTION, AND LOYALTY TOWARDS A COLLABORATIVE LEARNING ACTIVITY ON INTERNATIONAL MARKETING
SN - 978-84-606-5763-7/2340-1079
PY - 2015
Y1 - 2-4 March, 2015
CI - Madrid, Spain
JO - 9th International Technology, Education and Development Conference
JA - INTED2015 Proceedings
SP - 7342
EP - 7348
ER -
J. Marti-Parreño, S. McDaniel, L. Summerfield, C. Queiro-Ameijeiras (2015) STUDENTS´ ATTITUDES, SATISFACTION, AND LOYALTY TOWARDS A COLLABORATIVE LEARNING ACTIVITY ON INTERNATIONAL MARKETING, INTED2015 Proceedings, pp. 7342-7348.
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