About this paper

Appears in:
Pages: 6016-6021
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

MAKING ‘FRIENDS’ IN THE CLASSROOM: USING FACEBOOK TO IMPROVE THE LEARNING EXPERIENCE IN MARKETING EDUCATION

The emergence of the so-called Web 2.0 and the multitude of social networking applications have provided educators with a vast range of opportunities to enhance the learning experience in traditional classroom-based university education. The technological developments in the Internet present educators with easy and often free access to tools which facilitate the addition of a virtual or online element to traditional or ‘offline’ education. Indeed, traditional university education can now benefit from its face-to-face contact with students ,as well as the virtual classroom, which until recently was generally limited to online education institutions.

This paper reports on the experience of creating a virtual classroom using Facebook. The project was undertaken at a public university in Spain, involving two introductory undergraduate courses on marketing. Students were invited to join the Facebook group and to take part in a pilot study whose main goal was to explore how the Facebook platform could be used to improve the learning experience in marketing education. A number of focus groups were carried out with the students to explore the issues that emerged during the course of the semester. A questionnaire was also utilised to gauge how students valued the experience. A number of conclusions are presented based on this experience and recommendations are made for adopting the social network in university education.
@InProceedings{RYAN2012MAK,
author = {Ryan, G. and Pamies, M.M. and Hern{\'{a}}ndez Maskivker, G.M. and Ustrov, Y. and Valverde, M.},
title = {MAKING ‘FRIENDS’ IN THE CLASSROOM: USING FACEBOOK TO IMPROVE THE LEARNING EXPERIENCE 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 = {6016-6021}}
TY - CONF
AU - G. Ryan AU - M.M. Pamies AU - G.M. Hernández Maskivker AU - Y. Ustrov AU - M. Valverde
TI - MAKING ‘FRIENDS’ IN THE CLASSROOM: USING FACEBOOK TO IMPROVE THE LEARNING EXPERIENCE 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 - 6016
EP - 6021
ER -
G. Ryan, M.M. Pamies, G.M. Hernández Maskivker, Y. Ustrov, M. Valverde (2012) MAKING ‘FRIENDS’ IN THE CLASSROOM: USING FACEBOOK TO IMPROVE THE LEARNING EXPERIENCE IN MARKETING EDUCATION, INTED2012 Proceedings, pp. 6016-6021.
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