A step change in marketing communication education - the next urgent steps for research

Figures & data

Figure 1. Biggs 3P model.

Table 1. The student experience before and during COVID.

IN-CLASS – SEMESTER 2, 2019	SWITCH TO ONLINE – SEMESTER 1, 2020	SIX MONTHS ONLINE – SEMESTER 2, 2020
GOOD THOUGHTS
Very relevant in the workplace. Very practical way of teaching. Gives me direction and discipline. Provides a general and effective thinking system. Makes me think.	Recorded lectures Zoom No commute. Saves time. I can sit in pyjamas at home COVID-19 website page Student learning support Somehow works because of zoom lectures and tutorials	Efficient Accessible Practical Convenient More flexible
BAD THOUGHTS
Too much time spent on practice. Stressed out because of assignments. Information overload.	Bit hard to get used to. I’m home all the time and find it very difficult to focus. Hard to concentrate. Not getting value-for-money. Possibility of tech issue. Seriously, I would pay $50 for one mask, just to go to uni.	In COVID space, it’s ‘Oh no, not another zoom class!’ Less personal interaction. Distraction. Internet going in and out. Cancelling lectures or pre-recorded videos. Reduced networking.
GOOD FEELINGS
Active, involved, growing, exciting and informative. Good teaching challenges me Feeling motivated. Satisfying to learn something new. Friendly and approachable Teacher’s clothes are cool.	I appreciate that its recorded I feel it is a good way to keep the classes running in such situation.	Independent Autonomous Comfortable in my PJs Not having the commute Not having to get home late at night
BAD FEELINGS
Frustrated after tutorial Exhausted after assignment Feels challenging Overwhelmed and stressed Disappointed, hopeless, lost	I feel sad n lonely We can’t get the ‘feel’ No feelings. I have very sad learning experience.	Paid a lot of attention in physical class, but just can’t give the same online. Draining. Tiring. Miss networking BIG TIME
GOOD BEHAVIOUR
Be on time every week. Practice what I learn in class. Keep eye on learning resources Send email to ask for help. Raise hand to answer questions Discuss ideas, use imagination Inspired to work deeper English ability improved	Very fast and easy to get info. I participate because it helps me understand more. Easy to contribute quick thoughts. Take advantage of rewatching or attending multiple tutes. Student support very helpful.	Being present. Make sure the battery is charged. Write in chat.
BAD BEHAVIOUR
Absence Ignore class content Try to pay attention, but can’t Cheating and plagiarism Late assignment submission Ignore some classmates	It’s easier to lose focus. Get distracted easier. Sometimes I forget to attend lecture. Paid guild fees but these aren’t required for external students.	Having dinner. Me too! Hard to keep focused.
GOOD SENSES
Active, ready content, focus on practice, good energy. Stimulating campus. Tutor’s coffee smells good. Lecturer’s beautiful dresses. When I go to a restaurant I feel their IMC Good atmosphere in class	See –> the video, Hear –> Lecture, Smell –> No, Touch –> keyboard, Taste –> nope. No touching – that’s not good for social distancing! Don’t hear other students talk. Can’t see you’re not wearing pants.	See the recording. Hear the teacher’s words. See multiple screens, chatbox, video, slides. Watching people on screen.
BAD SENSES
Cold classroom, voice too low, microphone unclear sometimes, panic to fulfil assessment	Unfocused (because too many distraction) Hard to focus/concentrate Screen usage time has increased so it’s bad for the eyesight.	I don’t see faces – even in zoom Distracting notification sounds Internet related – I drop out too much with my camera on Distracted
GOOD SOCIAL CONNECTEDNESS
Group work and discussion Brainstorm ideas in class Meet new friends Learn from each other Diverse cultures and countries	Gauge student thoughts in chat. I use email a lot I feel interaction is actually more in the chat room. I have honestly never seen so many people participate in class.	Interaction in breakout rooms. Good use of Padlet to share information. Online group discussion creates communication.
BAD SOCIAL CONNECTEDNESS
No group assessment.	It feels impersonal when we’re used to face-to-face interaction. Rarely bounce ideas off each other, as we are all typing at the same time.	What would have been casual, comfortable discussion becomes more programmed and controlled in breakout rooms. We can no longer have chats after class in the lobby.

Figure 2. An integrated learning Experience.