Building a blended learning community: a case in service marketing

Paper PresentationAs experts in knowledge of both content and pedagogy, academics commonly integrate some form of e-learning into conventional classroom teaching. To create a blended learning community, academics may have to apply technical pedagogical content knowledge (TPCK). This paper reports the study of two cohorts with 110 students studying ‘Service Marketing’ for an associate degree course between 2008 and 2009 in Hong Kong. Although these students typically had prior knowledge and experiences as being consumers, they were novices in service marketing. Real-life cases in class discussion and sharing students’ personal experiences online had created a culture of blended learning.The 2010 CITE Research Symposium on 'e-Learning Design and Designs for Learning', Hong Kong, 4-6 March 2010