The purpose of this study was to narrow the education-job mismatch by enhancing students’ professional skills and practical experiences. The teaching method used in this study was Design for Change (DFC). Based on the spirit of DFC, this study developed a teaching model with twelve procedures to make the implementation of DFC more defined and solid. Eighty-eight students enrolling the course of “Advertising Strategy and Planning” served as the subjects of the study. Two orchards in remote areas were the targets of the practical projects. Eighteen weeks of Curriculum divided into four steps, “Feel”, “Imagine”, “Do” and “Share”, of DFC. following the steps of DFC. Each step consisted of three procedures based on the proposed teaching model of the study. The course projects were marketing communication plan and social media operation for the two orchards. Students’ before-after surveys regarding professional skills and practical experiences and project evaluations from two orchard owners were conducted to assess the effectiveness of teaching. All the data was analyzed by SPSS. A series of T-test results proved that the proposed teaching model of DFC enhanced not only the students’ professional skills and practical experiences but also the students’ learning motive and learning effect, which narrowed the education-job mismatch. Course projects have beneficial the two orchards in brand developments, product packages, social media contents and sales.
Acknowledgement: This study has obtained research grand from the MOE Teaching Practice Research Program, Ministry of Education, R.O.C.

Authors:
Shu-Fen Yu, Ming Chuan University, Taiwan

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Posted by James Alexander Gordon

Last updated: 2023-02-23 23:45:00

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