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Oxford Brookes Business School
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Foundations for Academic Success
Principles of Marketing Management
Feedback is central to pedagogic theory, and if feedback is to be effective, students need to engage with it and apply it at some point in the future. However, student dissatisfaction with feedback – as evidenced in the National Student Survey – suggests that there are problems which limit student engagement with feedback, such as their perception that much of their feedback is irrelevant to future assignments. This article reports on a study which sought to enhance engagement by giving students exemplar assignments annotated with feedback before submission of their final assignments. This was done by providing an online facility where students could view exemplars and post comments or questions to tutors and peers on a discussion board. The exemplar facility was highly valued by students, although there were no quantitative effects such as an increase in students’ assignment marks when compared with the previous cohort. The article reflects on possible reasons for this result and discusses ways to improve the exemplar facility, for example by facilitating dialogue between tutors and students. The article concludes with lessons learned about how to construct exemplars, and considers how exemplars might also be used within marking teams to improve consistency of marking.
This paper presents a review and discussion of the role image plays in service promotion and consumer choice in the context of film-induced tourism. Consumers can be very sensitive to images which are important determinants of what a service customer purchases. In relation to image, the medium of film can have a very influential impact on its audience. Consumers may make purchase choices in a range of areas as a result of what they have seen in the movies. An expanding body of literature suggests that film can influence people's travel decisions and entice them to visit particular destinations they have seen on the cinema screen (reinforced through repeat viewing on video, DVD and television). Tourism is a service industry. Does the image of a destination and how it is represented help overcome some of the challenges of service marketing?
Many regions throughout the British Isles have seen their consumer appeal improve because of their links with respective film and television productions. Although they have benefited tourism-wise from this, in many cases there still has not been enough real support from tourist authorities to this growth phenomenon, and as such, the full potential of film to tap into the consumer psyche has not yet been fully realized. Academic discourse from several disciplines is examined in this communication culminating in a conceptual model of destination enhancement through film-induced image, featuring the conscious and unconscious communication factors at work on two sets of consumers (film consumers and destination consumers). As a ‘work in progress’, the paper sets the scene for further empirical research in this interesting area of study.
Handley, K. and Williams, L. (2011) 'From copying to learning: using exemplars to engage students with assessment criteria and feedback', Assessment & Evaluation in Higher Education, vol. 34, no. 1, pp. 95-108, October, ISSN 1469-297X.
Bolan, P. and Williams, L. (2008) 'The role of image in service promotion: Focusing on the influence of film on consumer choice within tourism', International Journal of Consumer Studies, vol. 32, no. 4, pp. 382-390, July, ISSN 1470-6423.
Williams, L. (2015) ‘Visual Exposure: Queering Lesbian, Gay, Bisexual and Transgendered (LGBT) advertising’. Paper presented at the 4th International Visual Methods Conference, University of Brighton, September.
Lindsay is currently a Principal Lecturer for Student Experience and Brookes Teaching Fellow within the Oxford Brookes Business School. Lindsay joined Oxford Brookes in 2005 as a Senior Lecturer, specialising in teaching large first year undergraduate business and marketing modules. Having a background in HE in FE, she became heavily involved in the curriculum design of the School's business-related Foundation Degree programmes delivered at the University's partner colleges. This interest and expertise resulted in her more recently leading a two year University-wide PESE (Programme for Enhancing the Student Experience) Project, enhancing the student experience within the ACP (Associate College Partnership) and further strengthening the University's relationship with member colleges.
Lindsay has held a number of Faculty-wide positions, ranging from Lead Academic Conduct Officer and Undergraduate Induction Co-ordinator to more recent acting Senior Management posts, namely Associate Dean Student Experience and Head of Department for the Department of Marketing. Currently, she is focusing her attention (alongside undergraduate teaching) on completing her PhD in the area of advertising and sexuality. Her research critically examines the use of both heteronormative and homonormative images in mainstream and LGBT print advertisements.
Before joining Brookes, Lindsay was a Head of School in an FE college in Hertfordshire. Her commercial experience includes Sales and Marketing Management within a chain of UK Health Clubs and freelance Marketing Consultancy.
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