Active Learning on Digital Marketing for Advertising A University Museum Exhibition

• Published in: Procedia computer science 2018, Vol.126, p.2097-2106
• Main Authors: Ueda, Toshiki, Ban, Hiroshi
• Format: Article
• Language: English
• Subjects: Active Learning; Digital Marketing; E-learning; Google AdWords; IT Passport Examination; Project Management
• ISSN: 1877-0509; 1877-0509
• DOI: 10.1016/j.procs.2018.07.242

On the theme of digital marketing for advertising a university museum exhibition we have completed an instructional project as active learning for bachelor’s thesis in conjunction with collaborative learning among three students. The project management consists of the scope management including the products necessary to complete their theses, the time management for nearly ten months from April 2017, the communication management to interact with the operation team of the museum and the human resources management of the three students. We instructed them the operation guidelines of the project and used e-learning courses and textbooks for the students’ self-learning tools before starting the digital marketing. As the result, the students completed the project on time that provided them with sufficient information for writing their theses. This was made possible by means of Google AdWords as a core tool of this project with which the students had many findings such as the best target areas, search keywords, advertisement copy messages and devices. This project has proved that this way of data visualization worked effectively as active learning since it could set up clear short-term targets on weekly basis, and the project purpose was successfully achieved.