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Business Classics Award Winner
M. Louise Ripley, MBA, PhD
York University, Toronto
Introductory Marketing Online
(I Got Dragged into Internet Teaching)
I Take as Given:
• Lifelong Learning Now Necessary
• Quality Courses Require Discussion
• Good Learning: Collaborative/Social
• “Learning is Not a Spectator Sport!”
(Chickering & Gamson 1987)
Zane Berge on Technology
“Technology does not automatically guarantee increased learning productivity; …
only if coupled with changes in pedagogy and implementation.” Berge (1996)
What I Didn’t Want
The Best Kind of Teaching
The Best Phrase
Students don’t learn when they’re listening; they learn when they are speaking.
(Robin Mason, 2005)
Creating the Units
Web PageUnit 1 Web Page
- Introduction LOOK NOW at materials for your
Final Exam Substitute:Text Appendix I "Comprehensive Case: Cake Cosmetics Company"Text Appendix 2 "Sample Marketing Plan for Cake" Unit 12 - The Marketing Plan
Lecture Notes
My Web Pages
Deliver Information
– Mine, Text, and Others’
Use ads for products discussed
Provide links to company websites
Drive Discussion
The Waving Hand
(We now go live to online for several slides where I explain the Waving Hand Exercises and how they encourage discussion, the importance of theory and practice)
http://www.atkinson.yorku.ca/~lripley/imUintro.htm
Highly Labour Intensive
• Website Design and Creation: Took > 1,500 hours not
including upkeep• Assignments are Successful:
Students Do Talk & Talk & Talk! • I Am Online with ThemI Am Online with Them About 3 x an on- campus courseAbout 3 x an on- campus course
It takes time but you have to It takes time but you have to be there, and it’s fun!be there, and it’s fun!
Top 10 Rules to Survive Teaching an Internet Course
10. Don’t Ignore the Advice of People Who Went Before You
Top 10 Rules For Survival
9. Don’t Expect to Hear Consistent Advice
Top 10 Rules For Survival
8. Don’t Leave Preparation Until the Last Minute
Top 10 Rules For Survival
7. Don’t Let the Course Take Over Your Whole Life
Top 10 Rules For Survival
6. Don’t Make Extra Work For Yourself
Top 10 Rules For Survival
5. Don’t Create An Internet Course Just Uploading Current Course Materials
Top 10 Rules For Survival
4. Don’t Expect More From Online Students
What Not to Expect from Students
I know it’s not due for two weeks, Professor, but I thought I’d get it in early just to be sure.
Top 10 Rules For Survival
3. Don't Under-Estimate the Power and Problems of Technology
Top 10 Rules For Survival
2. Don't Lose Yourself or What You Stand For
Top 10 Rules For Survival
1. Don't Forget to Have Fun!
Last Word,
from Students
Jennifer’s Story
Marketing in the Time of Paul Revere and Samuel Atoms
Demand > Supply
Discovered Nuclear
Fusion?
Jennifer’s Story
Marketing in the Time of Paul Revere and Samuel Atoms
The importance of
being there online
with them and of
keeping a sense of
humour
Nick’s Story
Tennis Anyone?
Nick wrote on his last assignment
“The professor took an interest in what I had to say for the course but also about my life and where I work. I know she’s not just there to teach like a military drill sergeant but actually cares about how well I do.”
Nick’s Conclusion
“School to me really is just another job but oddly enough that's starting to change.”
MERLOT Reviewer
• “The author demonstrates an impressive ability to get the students to participate and interact with each other -- something that is challenging to accomplish with distance learning.”
Thanks
• To MERLOT for this honour
• To my Academic VP who paid my way here…
Thanks
• To my students, who make it so much fun to teach
http://www.atkinson.yorku.ca/~lripley/imsyllabus.htm
(I use no passwords)
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