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Value and Challenges of an Integrated Course on Digital Marketing and Big Data: A Focus Group Study

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Engaged Learning and Innovative Teaching in Higher Education

Part of the book series: Lecture Notes in Educational Technology ((LNET))

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Abstract

We assembled a varied group of 12 students for this study to take a deeper look at the full digital marketing and Big Data course. The course includes exercises for students of various skill levels, from beginning to expert, and covers big data analytics, data mining, consumer sentiment analysis, and machine learning. The students discussed the relevance and benefits of each activity and the challenges they encountered while learning Big Data approaches and technologies. Our findings revealed that the ability to visualize data is very significant in Big Data, as it aids in making complex information more consumable for various audiences. However, the genuine worth of any activity is determined by a student’s interests, learning style, and career goals. Students struggle with unfamiliarity with Big Data tools, limited knowledge, lack of time, and interpretation of results. The study suggests personalized learning experiences, data-driven teaching strategies, interdisciplinary collaboration, and practical skills development as recommended approaches to overcome these obstacles. By implementing these solutions, educators can create targeted learning experiences, increase student engagement, and ultimately improve learning outcomes in Big Data digital marketing courses.

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  1. Faculty of Education, The University of Hong Kong, Hong Kong, China

    Ka-wai Lee

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  1. Tung Wah College, Hong Kong, China

    Will W. K. Ma

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Lee, Kw. (2024). Value and Challenges of an Integrated Course on Digital Marketing and Big Data: A Focus Group Study. In: Ma, W.W.K. (eds) Engaged Learning and Innovative Teaching in Higher Education. Lecture Notes in Educational Technology. Springer, Singapore. https://doi.org/10.1007/978-981-97-2171-9_5

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  • DOI: https://doi.org/10.1007/978-981-97-2171-9_5

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