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Twitter and Assessment: Does Engagement Affect Outcomes?

Conference Paper


Abstract


  • Marketing education is innovating through the embedment of social media in teaching and learning activities. By bringing in public facing communication platforms into subject design, students are exposed to a range of skills and technologies to enhance learning, engagement, and ultimately employability. Specifically, the use of Twitter as a pedagogical tool has been investigated and endorsed for engaging students in marketing courses. However, examining the role of Twitter when aligned with an assessment remains relatively unexplored. This study employed a longitudinal pre- and post-survey with 56 student participants in an undergraduate marketing subject, in an effort to better understand student perceptions, interactivity, barriers, and learning outcomes in the adoption of Twitter in a subject assessment. The results indicate a relationship between Twitter engagement levels and assessment learning outcomes, confirming Twitter’s educational advantages. The results also suggest the need for students to better understand its purpose and relevance.

Publication Date


  • 2018

Citation


  • Robinson, J., Algie, J., Dean, B. Amelia. & Zainuddin, N. (2018). Twitter and Assessment: Does Engagement Affect Outcomes?. In J. Conduit, C. Plewa & D. Wilkie (Eds.), ANZMAC Conference Proceedings (pp. 481-484). Adelaide: University of Adelaide.

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1652

Start Page


  • 481

End Page


  • 484

Place Of Publication


  • Adelaide

Abstract


  • Marketing education is innovating through the embedment of social media in teaching and learning activities. By bringing in public facing communication platforms into subject design, students are exposed to a range of skills and technologies to enhance learning, engagement, and ultimately employability. Specifically, the use of Twitter as a pedagogical tool has been investigated and endorsed for engaging students in marketing courses. However, examining the role of Twitter when aligned with an assessment remains relatively unexplored. This study employed a longitudinal pre- and post-survey with 56 student participants in an undergraduate marketing subject, in an effort to better understand student perceptions, interactivity, barriers, and learning outcomes in the adoption of Twitter in a subject assessment. The results indicate a relationship between Twitter engagement levels and assessment learning outcomes, confirming Twitter’s educational advantages. The results also suggest the need for students to better understand its purpose and relevance.

Publication Date


  • 2018

Citation


  • Robinson, J., Algie, J., Dean, B. Amelia. & Zainuddin, N. (2018). Twitter and Assessment: Does Engagement Affect Outcomes?. In J. Conduit, C. Plewa & D. Wilkie (Eds.), ANZMAC Conference Proceedings (pp. 481-484). Adelaide: University of Adelaide.

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1652

Start Page


  • 481

End Page


  • 484

Place Of Publication


  • Adelaide