Ana Cruz turns knowledge into skill through viral videos

Do you know how to ride a bicycle? How did you learn? To this date, I do not know how to ride a bicycle. I may know (theoretically) how to do it but I have not mastered (yet) the practice. Having worked in industry for over a decade and now working in academia I have seen students and managers mastering theory but coming short in the application to tackle effectively “real” world business challenges.

Aiming to turn knowledge into skill, I have been piloting for two years a creative and experiential learning assignment. In the module Integrated marketing communications I posed a key question, what makes videos go viral? Rather than just writing an essay, final year students of the BA (Hons) in Business Studies (Marketing) were asked to develop viral videos. The students applied the latest theory and empirical research on what makes content go viral online. In other words they had to “ride the bicycle” rather than just writing about it. They also had to do a self reflection on what they learned (not assessed). The project aimed at enhancing the students’ experience, cultural agility and employability. This was a fun and engaging way to learn critically and creatively how theory and research inform practice.

This year the students worked with a client, the Marketing & Student recruitment Department. The students were given two choices, to develop a viral video focusing on the student life at the International Faculty, or a viral advert promoting the new postgraduate programme MA in Digital Marketing and Social Media. The experience to work with a client and with a real brief enhanced the experiential nature of the assignment. To further engage the students the project was also a competition.

Have you watched the videos? Here they are! 

• What’s in the suitcase?(the winner)
• Thessaloniki the ultimate student experience
•  Live your dreams in Thessaloniki,
• Stay Tuned teaser video released 4 days before the deadline!
• The actual video: Shake it off! College girls’ edition
• Student life in Thessaloniki
• The experience you MUST live in Thessaloniki,
• AMAZING! You have never seen such an AD [MUST SEE]

Students worked in groups of three. One of the members had to come from a different country. This encouraged students to form international teams. This aimed to enhance the students’ cultural agility and the ability to work in groups- not an easy task but vital for their future professional success.

The viral videos achieved over 5,000 views in two weeks -a remarkably difficult achievement! This was a fun and engaging way to learn critically and creatively how theory and research inform practice. The best three videos will be shown at the Teaching and learning conference at Sheffield University in 2015 as an example of best practice. A key achievement the students will be adding to their CV.

After this creative experience I feel more encouraged about learning how to ride a bicycle even if that means falling off several times. What about you? Have you tried or would you try experiential learning? How?

Ana Cruz, Lecturer, BA&E Department