Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico
Since the onset of the COVID-19 pandemic, technologically mediated communication channels have evolved significantly, particularly in education. Given the large number of channels used in the teaching-learning process by university students, and acknowledging their diverse cognitive channels, effici...
| Autores: | , |
|---|---|
| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Costa Rica |
| Recursos: | Universidad de Costa Rica |
| Repositorio: | Portal de Revistas UCR |
| Idioma: | español |
| OAI Identifier: | oai:portal.ucr.ac.cr:article/58564 |
| Acesso em linha: | https://revistas.ucr.ac.cr/index.php/educacion/article/view/58564 |
| Access Level: | acceso abierto |
| Palavra-chave: | Omnichannel Education Omnichannel Learning Educational Technologies Educación omnicanal Omnicanalidad en el aprendizaje Tecnologías para la educación |
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Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico Hacia una educación omnicanal: caso de estudio en alumnado de la licenciatura en Mercadotecnia del centro de México |
| title |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| spellingShingle |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico Gutierrez Leefmans, Catalina Omnichannel Education Omnichannel Learning Educational Technologies Educación omnicanal Omnicanalidad en el aprendizaje Tecnologías para la educación |
| title_short |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| title_full |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| title_fullStr |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| title_full_unstemmed |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| title_sort |
Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central Mexico |
| dc.creator.none.fl_str_mv |
Gutierrez Leefmans, Catalina Nava Rogel, Rosa María |
| author |
Gutierrez Leefmans, Catalina |
| author_facet |
Gutierrez Leefmans, Catalina Nava Rogel, Rosa María |
| author_role |
author |
| author2 |
Nava Rogel, Rosa María |
| author2_role |
author |
| dc.subject.none.fl_str_mv |
Omnichannel Education Omnichannel Learning Educational Technologies Educación omnicanal Omnicanalidad en el aprendizaje Tecnologías para la educación |
| topic |
Omnichannel Education Omnichannel Learning Educational Technologies Educación omnicanal Omnicanalidad en el aprendizaje Tecnologías para la educación |
| description |
Since the onset of the COVID-19 pandemic, technologically mediated communication channels have evolved significantly, particularly in education. Given the large number of channels used in the teaching-learning process by university students, and acknowledging their diverse cognitive channels, efficiency is essential. This study aims to evaluate omnichanneling as a resource for achieving effective learning in higher education students. The study began with a series of integrated activities utilizing various communication channels, as part of an exploratory-descriptive research conducted with 56 university marketing students. Over the course of one semester, activities were developed using an omnichannel format, and a survey was conducted at the end of the course to evaluate the applied methodology. The use of omnichanneling in the classroom is proposed as an innovative and effective educational strategy, integrating learning activities that consider both digital and face-to-face media through a case study that identifies and leverages the advantages offered by each channel. Among the most significant findings, the use of educational omnichanneling is perceived as yielding positive learning outcomes and is favorably accepted by students. |
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2024 |
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2024-07-31 |
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https://revistas.ucr.ac.cr/index.php/educacion/article/view/58564 10.15517/revedu.v48i2.58564 |
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10.15517/revedu.v48i2.58564 |
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Derechos de autor 2024 Revista Educación http://creativecommons.org/licenses/by-nc-nd/3.0/cr/deed.en_US acceso abierto http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess |
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Universidad de Costa Rica |
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Universidad de Costa Rica |
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Revista Educación - Journal of Education; Vol. 48, Num. 2 (2024): Revista Educación (july-december) Revista Educación; Vol. 48, Núm. 2 (2024): Revista Educación (julio-diciembre) Revista de Educación; Vol. 48, Núm. 2 (2024): Revista Educación (julio-diciembre) 2215-2644 0379-7082 reponame:Portal de Revistas UCR instname:Universidad de Costa Rica instacron:UCR |
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Towards an Omnichannel Education: A Case Study of Undergraduate Marketing Students in Central MexicoHacia una educación omnicanal: caso de estudio en alumnado de la licenciatura en Mercadotecnia del centro de MéxicoGutierrez Leefmans, CatalinaNava Rogel, Rosa MaríaOmnichannel EducationOmnichannel LearningEducational TechnologiesEducación omnicanalOmnicanalidad en el aprendizajeTecnologías para la educaciónSince the onset of the COVID-19 pandemic, technologically mediated communication channels have evolved significantly, particularly in education. Given the large number of channels used in the teaching-learning process by university students, and acknowledging their diverse cognitive channels, efficiency is essential. This study aims to evaluate omnichanneling as a resource for achieving effective learning in higher education students. The study began with a series of integrated activities utilizing various communication channels, as part of an exploratory-descriptive research conducted with 56 university marketing students. Over the course of one semester, activities were developed using an omnichannel format, and a survey was conducted at the end of the course to evaluate the applied methodology. The use of omnichanneling in the classroom is proposed as an innovative and effective educational strategy, integrating learning activities that consider both digital and face-to-face media through a case study that identifies and leverages the advantages offered by each channel. Among the most significant findings, the use of educational omnichanneling is perceived as yielding positive learning outcomes and is favorably accepted by students.Desde el inicio de la pandemia por COVID-19, los canales de comunicación con mediación tecnológica han evolucionado con mayor intensidad, sobre todo en la educación. Considerando la gran cantidad de canales que utiliza el alumnado universitario en el proceso enseñanza aprendizaje, y aceptando que éste tiene diversos canales cognitivos, se requiere ser eficientes. Este trabajo tuvo el objetivo de evaluar la omnicanalidad como recurso para lograr un aprendizaje efectivo en el estudiantado de nivel superior. Se partió de una serie de actividades que utilizan diversos canales de comunicación de manera integral, como parte de una investigación exploratoria-descriptiva realizada con 56 estudiantes universitarios de la licenciatura en Mercadotecnia. Durante un semestre escolar se desarrollaron actividades con un formato omnicanal y al final del curso se realizó una encuesta para evaluar la metodología aplicada. Se propone el uso de la omnicanalidad en el aula como una estrategia innovadora y efectiva para la educación. Integrando las actividades de aprendizaje, considerando medios digitales y presenciales a través de un caso de estudio que permite identificar y aprovechar las ventajas que ofrece cada canal. Entre los hallazgos más importantes, se corrobora que el uso de la omnicanalidad educativa se percibe con resultados positivos para el aprendizaje y es aceptado favorablemente por el estudiantado.Universidad de Costa Rica2024-07-31info:eu-repo/semantics/publishedVersionartículo originalhttp://purl.org/coar/resource_type/c_2df8fbb1info:eu-repo/semantics/articleapplication/pdftext/htmlapplication/epub+ziphttps://revistas.ucr.ac.cr/index.php/educacion/article/view/5856410.15517/revedu.v48i2.58564Revista Educación - Journal of Education; Vol. 48, Num. 2 (2024): Revista Educación (july-december) Revista Educación; Vol. 48, Núm. 2 (2024): Revista Educación (julio-diciembre)Revista de Educación; Vol. 48, Núm. 2 (2024): Revista Educación (julio-diciembre)2215-26440379-7082reponame:Portal de Revistas UCRinstname:Universidad de Costa Ricainstacron:UCRspahttps://revistas.ucr.ac.cr/index.php/educacion/article/view/58564/61277https://revistas.ucr.ac.cr/index.php/educacion/article/view/58564/61278https://revistas.ucr.ac.cr/index.php/educacion/article/view/58564/61279Derechos de autor 2024 Revista Educaciónhttp://creativecommons.org/licenses/by-nc-nd/3.0/cr/deed.en_USacceso abiertohttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccess2024-09-10T22:45:19Zoai:portal.ucr.ac.cr:article/58564Portal de revistashttps://revistas.ucr.ac.cr/Universidadhttp://www.ucr.ac.crhttps://revistas.ucr.ac.cr/index.php/index/oaijorge.polanco@ucr.ac.crCosta RicaNo aplicaNo aplicaNo aplicaopendoar:2025-08-13T09:55:07.849Portal de Revistas UCR - Universidad de Costa Ricafalse |
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15,812429 |