THE EFFECTIVENESS OF USING ONLINE VIDEO AND BLOG CONTENT IN MARKETING CASE STUDIES FOR COLLEGE STUDENTS' LEARNING - A THREE-YEAR COMPARISON

Fast-growing and evolving online content has enabled responsive curriculum updates to support students' learning of how to apply concepts to understand and solve real world problems. Written case studies have long served this purpose in a wide variety of disciplines, and many educators have seen value in presenting cases through the use of online resources under the assumption that this approach will result in positive learning outcomes. Studies designed to compare the two methods have had mixed results with regard to student performance. This paper shows comparison results of using case study assignments presented either as traditional written descriptions or as a combination of online resources including video clips, blogs, and vlogs. Research results indicate that learning outcomes for case study assignments presented through online resources improved significantly for the learners. Various types of students gained benefits differently. Higher achievers gained more than average achievers, and struggling students obtained necessary gains sufficient to pass the case study assignments. Marketing educators should consider incorporating modern online content in curriculum design components such as case study assignments to improve student learning.