Teaching Social Marketing Using E-Service Learning Amidst Health and Humanitarian Crises: A Case Study from Lebanon

Abstract

We present the design, implementation, and evaluation of an e-service learning course, “Social Marketing for Health Promotion”, offered to full-time and part-time students enrolled in the Master of Public Health at our institution. In a quasi-experimental trial, we introduced e-service learning in 2018, comparing a traditional face-to-face section to a blended course (33% online). Based on the positive feedback received, we progressively increased the online component in the following academic years, reaching 100% online in Fall 2020. We compared the quantitative and qualitative indicators evaluating three e-service learning-course iterations with a face-to-face control. The impact indicators included participation and engagement in the course, the attainment of the learning outcomes, satisfaction with the course, instructors and mode of delivery, and the impact of the experience beyond the classroom. Over the years, we trained 73 students whose engagement with the course remained relatively stable. The attainment of the learning outcomes and general course satisfaction steadily increased over time, demonstrating a positive impact on student learning. Qualitative data illustrate the importance of instructors in setting expectations and guiding students and community partners through a remote-learning process.

Teaching and learning delivery modes in higher education: Looking back to move forward post-COVID-19 era

“…Blended teaching modes are vital for HEIs to promote better learning and cope with the dynamic environment post COVID -19 ( Tikadar & Bhattacharya, 2021 ). This research has implications for instructors to set clear expectations, develop the right mix for blended teaching and ensure that students have the technical skills and capabilities to utilize the modes of delivery ( Bardus et al, 2022 ; Mali & Lim, 2021 ).…”

“…Theme 3 examines the combination of face-to-face and online teaching modes, known as blended teaching mode that emerged post COVID 19. Blended teaching mode has been defined as the integration of face-to-face education with online learning experiences ( Ng, 2022 ), allowing students to learn in a more flexible environment ( Bardus, Nasser AlDeen, Kabakian-Khasholian, Kanj, & Germani, 2022 ). By combining the benefits of both traditional and online modes, blended learning is considered to be the most feasible approach ( Abdelkader & Barbagallo, 2022 ).…”

“…Based on the analysis of 68 research articles in Scopus, blended teaching mode has emerged as the most effective mode of teaching post-COVID-19. It combines the benefits of both face-to-face and online teaching and has the potential to boost student engagement and learning outcomes ( Abdelkader & Barbagallo, 2022 ; Bardus et al, 2022 ; Peimani & Kamalipour, 2022 ; Ng, 2022 ). However, further research is needed to identify the dynamics of this mode in business management education specifically.…”

Using Social Marketing to Promote COVID-19 Vaccination Uptake: A Case Study from the “AUBe Vaccinated” Campaign

“…The local expertise in social marketing that was applied was based on several years of knowledge of co-production between the university and its extended community. Recent exemplar applications of campaigns included those developed within a master-level course on “Social marketing for public health,” targeting academic units within the same university [ 55 , 56 ].…”

Tackling the COVID-19 infodemic among Syrian refugees in Lebanon: Development and evaluation of the “Wikaytek” tool

“…A group of four female graduate students enrolled in the Master of Public Health (MPH) at the Faculty of Health Sciences in the Fall 2020 semester conducted a needs assessment on behalf of the HEI team. The HEI was the partner organization in a service-learning course entitled “Social marketing for public health” (HPCH 333), 62 a course taught by a member of the research team (MB). The students worked with HEI to develop a marketing plan to define the “product” (i.e., the platform itself) and promote its adoption.…”