'For the students, by the students' - An application of self-directed learning: A case from Malaysia

This paper describes a self-directed learning (SDL) activity in teaching marketing communications for undergraduate marketing students. The primary objectives of the SDL activity were to enhance student learning experiences through motivation and greater involvement with the subject matter. For the activity, students were required to work in teams and create tutorial exercises for their peers, the answers to which were prepared and presented by their classmates. The SDL activity was carried out over a period of six weeks and students were continuously engaged either through developing tutorial exercises or presenting tutorial questions developed by their peers. Results from the content analysis of student reflections indicate that students felt motivated and rewarded with a deeper understanding of the subject matter. Students also reported enhanced confidence and a sense of accomplishment. Collaboration and team efforts were also appreciated. Overall student performance for exams and course work indicated a better understanding and recall of the subject matter. Limitations of the study and recommendations for adoption of student-centered approaches such as SDL approaches are also highlighted.