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Abstract
The purpose of this study is to evaluate the outcomes of an experiential learning technique coupled with social media in an international marketing course. It was conducted among 155 students placed in groups that were assigned to develop a YouTube video for use as a country branding marketing tool. Measured evaluations of the students’ perceptions of the experience reveal that it was both beneficial and positive, and it helped to promote an understanding of the importance of teamwork and the uses of technology. Factor analysis grouped the perceptions and attitudes regarding the exercise into four categories.The differences in perception are evaluated based on gender, country of study, and level of education. The study highlights the importance of incorporating experiential learning pedagogies with social media to teach country branding.
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Notes on contributors
Ilan Alon
Ilan Alon is George D. and Harriet W. Cornell Chair of International Business, Director of The China Center at Rollins College, and Visiting Scholar and Asia fellow at Harvard University. Dr. Alon teaches undergraduate and graduate courses relating to international business management and marketing at Rollins College. He also has significant executive and MBA education and consulting experiences in Europe, Asia, the Middle East, and America. Among his recent books are Chinese Entrepreneurs, China Rules, Globalization of Chinese Enterprises, Service Franchising: A Global Perspective, Business Education and Emerging Market Economies: Perspectives and Best Practices, and Chinese Economic Transition and International Marketing Strategy.
Ruwanthi Kumari Herath
Ruwanthi Kumari Herath is an MBA candidate (2014) at Crummer Graduate School of Business, Rollins College, Winter Park, Florida, USA.