Student Learning Experience in the Blended Learning Project of a Marketing Module at HKUSPACE Community College

Abstract

Blended learning, the use of e-learning to support traditional classroom instruction, is becoming more popular in the higher education sector with the benefits of improving student engagement and enhancing teaching and learning quality. This paper examines the implementation of blended learning in a marketing module offered by Higher Diploma in Business at School of Professional and Continuing Education, University of Hong Kong. The process of e-learning platform development, re-design of the marketing module, student feedback collection and analysis were discussed.