Project-based Learning for Marketing Communication Planning by Marketing Communication and Digital Media Students Through Creative Thinking Process, in the Bachelor of Communication Arts Program, Thaksin University
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Abstract
The aim of this study was to examine the instructional model of project-based learning (PBL) for marketing communication planning according to the creative thinking process, and to investigate the resulting learning outcomes of the application of this model. The PBL approach was applied in this study to developing integrated marketing communication (IMC) plans by undergraduate Marketing Communication and Digital Media students. Hands-on experience and experiential learning were focused on for enhancing the analytical thinking, collaboration, and creative problem solving skills of the students. The project was implemented in collaboration with ABI HASU, a local cosmetics business. Project-based learning had not been previously utilized in this course, and the students had therefore developed only shallow knowledge and did not innovate as much. Students in the PBL model were assigned the task to develop communication plans founded on a five-step research-based process. The subjects were 38 first-year students of the Bachelor of Communication Arts program in academic year 2024 who were taking the Digital Marketing Communication course. The findings revealed that project-based learning was most effective in developing the ability of students to integrate theory and real-world practical application. Further, the students were able to use creative thinking more in real circumstances. Issues of unequal task distribution among group members and subjective assessment were discovered, and these could be addressed through close supervision and the offering of clear evaluation criteria.
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