AN INTEGRATED LEARNING MANAGEMENT APPROACH THROUGH COMMUNITY-BASED PRACTICAL ACTIVITIES FOR ENHANCING LEARNING OUTCOMES IN MARKETING EDUCATION
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This academic article aims to present an integrated learning management approach through community-based practical activities for enhancing learning outcomes in marketing education. The article synthesizes relevant concepts and theories, including community-based integration, experiential learning, active learning, and outcome-based education within the context of marketing education. It explains the design of learning activities that connect marketing knowledge, particularly the 4P marketing mix including product, price, place, and promotion with community participation in order to develop learners’ knowledge, skills, and competencies. The synthesis findings indicate that effective learning management should consist of four key components: integration, practice-based learning, reflective learning, and holistic assessment. These components promote critical thinking, problem-solving, communication, collaboration, self-directed learning, and the application of knowledge in real-world situations. At the same time, they foster morality, ethics, public consciousness, and social responsibility. Furthermore, they enable learners to connect marketing knowledge with community contexts and stakeholders appropriately. Based on the synthesis, the author proposes the “Integrated Learning Management Model through Marketing Practical Activities” to bridge theoretical learning and practical implementation. The model aims to develop learners to embody “critical thinking, moral integrity, and achievement” while achieving the curriculum learning outcomes in marketing, including morality and ethics, strategic analysis and planning, digital technology utilization, stakeholder collaboration, and communication. Ultimately, the model contributes to marketing learning outcomes, work readiness, and the development of 21st century skills.
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