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Aug 25, 2023
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Abstract
This study examines why students value storytelling in the classroom and explores how they learn event marketing through this pedagogical tool. Using a post course assessment survey, this qualitative study finds that students value storytelling because stories make it easier for them to understand and digest the subject matter in fun and relatable way. Listening to stories allow them to take on a different and new perspective, allowing them to make sense of new information and master concepts. Storytelling can be entertaining and immersive, which helps develop in students positive learning-related attitudes, values, and beliefs.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Vergara, R. A. G., & Vergara, K. C. S. (2023). Storytelling in the Classroom: Why it Matters in Event Marketing Education. International Journal of Multidisciplinary: Applied Business and Education Research, 4(8), 2847-2852. https://doi.org/10.11594/ijmaber.04.08.22
References
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Ching, R. K., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438. https://doi.org/10.1108/IntR-04-2012-0077
Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argu-mentative ads: how hooking viewers en-hances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622. https://doi.org/10.1108/JRIM-05-2020-0115
Duerden, M. D., Lundberg, N. R., Ward, P., Taniguchi, S. T., Hill, B., Widmer, M. A., & Zabriskie, R. (2018). From ordinary to ex-traordinary: A framework of experience types. Journal of Leisure Research, 49(3-5), 196-216. https://doi.org/10.1080/00222216.2018.1528779
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Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. Euro-pean management journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Granitz, N. A., Koernig, S. K., & Harich, K. R. (2009). Now it's personal: Antecedents and outcomes of rapport between busi-ness faculty and their students. Journal of Marketing Education, 31(1), 52-65.
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https://doi.org/10.1007/s10648-012-9199-6
https://doi.org/10.1177/0273475308326408
Kim, H.J., Park S.Y., & Park, H.Y. (2018). A study on the effect of storytelling market-ing on brand image and brand attitude. The Journals of Economics, Marketing & Management, 6(4), 1-16.
Lawrence, R. L., & Paige, D. S. (2016). What our ancestors knew: Teaching and learn-ing through storytelling. New Directions for Adult and Continuing Education, 149(Spring), 63-72..
Myers, C. E., Tollerud, T. R., & Jeon, M. H. (2012). The power of personal storytell-ing in counselor education. Ideas and Re-search You Can Use: VISTAS, 1, 1-6. Re-trieved from http://www.counseling.org/Resources/Library/VISTAS/vistas12/Article_19.pdf
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Har-vard Business Review Press. Retrieved from https://hbr.org/1998/07/welcome-to-the-experience-economy
Rod, M. (2011). Subjective personal introspec-tion in action‐oriented research. Qualita-tive Research in Organizations and Man-agement: An International Journal, 6(1), 6-25. https://doi.org/10.1108/17465641111129362
Slavich, G. M., & Zimbardo, P. G. (2012). Trans-formational teaching: Theoretical under-pinnings, basic principles, and core methods. Educational psychology review, 24, 569-608.
Syrdal, H. A., Vander Schee, B. A., VanMeter, R. A., & Woodroof, P. J. (2023). The peda-gogy of vulnerability and marketing edu-cation: Cultivating self-expansion in a time of separation. Journal of Marketing Education, 45(1), 91-100. https://doi.org/10.1177/02734753211041743
van der Meij, M. G., Kupper, F., Beers, P. J., & Broerse, J. E. (2016). Hybrid e-learning tool TransLearning: video storytelling to foster vicarious learning within multi-stakeholder collaboration networks.
International Journal of Lifelong Educa-tion, 35(4), 413-429. https://doi.org/10.1080/02601370.2016.1197331
Vergara, R. A. (2022). Delivering A Transfor-mational Learning Experience Online. In-ternational Journal of Multidisciplinary: Applied Business and Education Research, 3(12), 2726-2737. https://doi.org/10.11594/ijmaber.03.12.24
Barley, K. D., & Southcott, J. (2019). Effecting epiphanous change in teacher practice: A teacher's autoethnography. The Qualita-tive Report, 24(10), 2608-2624. Retrieved from https://researchmgt.monash.edu/ws/portal-files/portal/288059019/288058892_oa.pdf
Berridge, G. (2020). Designing event experi-ences. In The Routledge handbook of events (pp. 378-395). Routledge.
Binks, E., Smith, D. L., Smith, L. J., & Joshi, R. M. (2009). Tell me your story: A reflection strategy for preservice teachers. Teacher Education Quarterly, 36(4), 141-156. http://www.jstor.org/stable/23479288
Ching, R. K., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438. https://doi.org/10.1108/IntR-04-2012-0077
Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argu-mentative ads: how hooking viewers en-hances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622. https://doi.org/10.1108/JRIM-05-2020-0115
Duerden, M. D., Lundberg, N. R., Ward, P., Taniguchi, S. T., Hill, B., Widmer, M. A., & Zabriskie, R. (2018). From ordinary to ex-traordinary: A framework of experience types. Journal of Leisure Research, 49(3-5), 196-216. https://doi.org/10.1080/00222216.2018.1528779
Dyke, M. (2009). An enabling framework for reflexive learning: Experiential learning and reflexivity in contemporary moderni-ty. International Journal of Lifelong Edu-cation, 28(3), 289-310. https://doi.org/10.1080/02601370902798913
Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feelings? Hooking viewers helps!. Journal of Consumer Psy-chology, 14(1-2), 105-114. https://doi.org/10.1207/s15327663jcp1401&2_12
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. Euro-pean management journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Granitz, N. A., Koernig, S. K., & Harich, K. R. (2009). Now it's personal: Antecedents and outcomes of rapport between busi-ness faculty and their students. Journal of Marketing Education, 31(1), 52-65.
Hamilton, M., & Weiss, M. (2007). Why chil-dren should be given the opportunity to tell stories. Beauty and the Beast Story-tellers. Retrieved from www.beautyandthebeaststorytellers.com/Handouts/WhyUseStorytelling.pdf
https://doi.org/10.1007/s10648-012-9199-6
https://doi.org/10.1177/0273475308326408
Kim, H.J., Park S.Y., & Park, H.Y. (2018). A study on the effect of storytelling market-ing on brand image and brand attitude. The Journals of Economics, Marketing & Management, 6(4), 1-16.
Lawrence, R. L., & Paige, D. S. (2016). What our ancestors knew: Teaching and learn-ing through storytelling. New Directions for Adult and Continuing Education, 149(Spring), 63-72..
Myers, C. E., Tollerud, T. R., & Jeon, M. H. (2012). The power of personal storytell-ing in counselor education. Ideas and Re-search You Can Use: VISTAS, 1, 1-6. Re-trieved from http://www.counseling.org/Resources/Library/VISTAS/vistas12/Article_19.pdf
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Har-vard Business Review Press. Retrieved from https://hbr.org/1998/07/welcome-to-the-experience-economy
Rod, M. (2011). Subjective personal introspec-tion in action‐oriented research. Qualita-tive Research in Organizations and Man-agement: An International Journal, 6(1), 6-25. https://doi.org/10.1108/17465641111129362
Slavich, G. M., & Zimbardo, P. G. (2012). Trans-formational teaching: Theoretical under-pinnings, basic principles, and core methods. Educational psychology review, 24, 569-608.
Syrdal, H. A., Vander Schee, B. A., VanMeter, R. A., & Woodroof, P. J. (2023). The peda-gogy of vulnerability and marketing edu-cation: Cultivating self-expansion in a time of separation. Journal of Marketing Education, 45(1), 91-100. https://doi.org/10.1177/02734753211041743
van der Meij, M. G., Kupper, F., Beers, P. J., & Broerse, J. E. (2016). Hybrid e-learning tool TransLearning: video storytelling to foster vicarious learning within multi-stakeholder collaboration networks.
International Journal of Lifelong Educa-tion, 35(4), 413-429. https://doi.org/10.1080/02601370.2016.1197331
Vergara, R. A. (2022). Delivering A Transfor-mational Learning Experience Online. In-ternational Journal of Multidisciplinary: Applied Business and Education Research, 3(12), 2726-2737. https://doi.org/10.11594/ijmaber.03.12.24