Dr. Neil Hair

The Musings Of A Professor Of Marketing.

Reflections of radical change in the classroom

Water LillyI encountered something very strange whilst teaching back in the UK which hasn't happened before now. My first class of only 6 students. Barry (said Boorey), Laura American, Jazm'na, Elise, Laura Canadian and Darryl were all charged with facing an intensive class with me (poor things) over 5 weeks, three three hour sessions a week (very poor things). So, after two sessions it was clear that the usual style - must have powerpoint notes replete with reflections as a consultant operating in the area - were out of the window (into it must be said, a very nice looking window leading directly into a 15th century moat covered with flowering white, yellow and pink waterlilies). In its place, action learning specific to the client focusing on the international marketing. I was initially skeptical of the process. 6 sessions in - I'm delighted with the results. More client specific primary research than I have ever seen in a traditional class (5 different stakeholders interviewed totaling over 100 individuals), class time devoted entirely to client related interaction (you just cant do this with 5 teams of 5 students), a camaraderie I've seen in only a few previous teams, and MOST importantly, lots of fun to break the hard work with (there is an expectation at the international study centre that you interact with students outside of class - this has unfortunately resulted in conversations on the nature of work in the Castle pub, at breakfast, lunch and tea time - the latter incidentally is English for evening dinner). The downside of this approach is of course that it is intense, very intense. Its not for the faint of heart and of course not for classes larger than 6. I'm really pleased with the way in which things are going and the client will really benefit from this radical change to the way in which I am used to teaching - which is pleasing, as the client is the owner of the Castle - Queens University Canada's International Study Centre.

 

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