A strategy for creating learning transformation through the development of an immersive digital experience for advertising/PR and marketing teaching and learning


Marketing and communications jobs are rapidly transforming into technology enriched knowledge work and graduates require new digital-led learning opportunities to build on their technology capabilities in more structured ways. This coincides with the need to create flexible learning environments that meet the needs of the majority of students to balance work, family and university life. This paper explores the use of a Socratic approach to teaching and learning that allows students to co-create a course experience through a mix of active and passive learning environments. It was tested in a marketing communications class of 49 students with the majority of students agreeing that it increased their overall understanding, motivation and engagement.


creativity, pedagogy, co-creation, active learning, 4E’s Socratic Model

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