How to enhance learning-centredness in curriculum: an illustration for first-year marketing principles

This paper aims to share with marketers knowledge and experiences related to the systematic process of enhancing learning-centredness (LC) in a blended-learning curriculum. For a firstyear marketing curriculum undertaken by large, diverse groups of business students the findings from three main steps of the process are outlined, namely (1) measuring the extent of LC in the 2011 curriculum, (2) identifying and exploring ways to enhance LC in the 2011 curriculum and (3) implementing selected new LC approaches in the 2012 curriculum. A key LC technique introduced as a result of this process was online collaborative writing using group blogs and wikis in a major, multi-part marketing plan assessment. This technique facilitates higher levels of LC in three key curriculum dimensions: Role of instructor (more instructor-student and between student interactions), Assessment (more formative feedback and focus on mastery) and responsibility for learning (more self and peer assessment). The paper is of interest to reflective practice-oriented marketing educators.