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ERIC Number: EJ1178194
Record Type: Journal
Publication Date: 2018
Pages: 5
Abstractor: As Provided
ISSN: ISSN-1052-8008
Creating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action
Lee, Seung Hwan; Hoffman, K. Douglas; Chowdhury, Shahin A.; Sergueeva, Ksenia
Marketing Education Review, v28 n2 p126-130 2018
In this exercise, students were asked to devise a guerilla marketing campaign that achieved the four primary goals of guerilla marketing: message, unconventionality, hedonics, and value. Students documented their guerilla marketing event (via a video documentary) and discussed how they achieved their four objectives using the concepts and theories discussed from the lecture material. This exercise facilitated active and collective learning, and provided a practical experience for students. Creating video documentaries provides students with an opportunity to express their work in alternative ways that are traditionally not seen in a university classroom.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A