We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Value of Storytelling in the Marketing Curriculum.
- Authors
Greene, Henry; Koh, Khoon; Bonnici, Joseph; Chase, Jared
- Abstract
Storytelling has received praise from many educators as an effective teaching technique. In most studies assessment has been qualitative, focusing on student reactions; little attention has been given to learning as measured by assessment instruments. In this paper, three cases, six quasi experiments were conducted. Two different storytelling techniques were examined, the well-structured and carefully planned story, and the spontaneous and/or anecdotal story. Results of the experiments suggest that well planned stories, specifically designed to augment course learning objectives do in fact enhance knowledge and learning. Similar conclusions could not be supported for anecdotal stories.
- Subjects
MARKETING education; STUDY &; teaching of storytelling; EFFECTIVE teaching; EDUCATORS; CURRICULUM
- Publication
Journal of the Academy of Business Education, 2015, Vol 16, p111
- ISSN
2156-5155
- Publication type
Article