Enhancement of Students’ Understanding of Marketing Management

Seminar Courses with STAD Method (Student Teams- Achievement

Divisions)

Verinita

and Yanti

Departement of Management, Universitas Andalas, Padang, Indonesia

Keywords: Marketing Management Seminar Courses, Stad Method (Student Teams-Achievement Divisions), Student-

Centered Learning.

Abstract: Marketing Management Seminar courses are given in even semesters. The evaluation of the value conducted

last year revealed that already existing online companies were dominantly chosen to imitate the discussion of

the case. This lowers students' analytical and achievement abilities and interaction skills. These shortcomings

can be overcome by applying STAD method (Student Teams - Achievement Divisions). STAD learning

Method includes cooperative learning which encourages students to cooperate in a joint task, work in groups

by coordinating their efforts to complete the task given by the lecturer. The purpose of cooperative learning

model is to increase students’ academic achievement by accepting diversity from their friends, as well as to

help students develop social skill. Marketing Management Seminar Classes consists of 28 students who are

divided into seven groups, each of which consists of 4 students. Before discussing the case, of the lecturer

describes the concept in the chapter. Case presentation follows up a week after the material has been given by

the lecturer. Case distribution is determined by the lecturer. Implementation of case study teaching models

provides significant results. The benefits of STAD method provides intertwined cooperation among between

students in completing their tasks, it improves students’ creativity by increasing their academic analysis,

achievements and social interaction.

1 INTRODUCTION

Marketing Management Seminar courses can be

described as courses designed to enhance students'

insight in discussing the application of Marketing

Management concepts within organizations and

society. Students will conduct evaluations and

applications of theories that have been accepted in

courses related to marketing sciences such as

Marketing Management, Consumer Behavior, and

Strategic Marketing courses into practice through

case discussions. Students will be given the

opportunity to apply theory through analysis of

various cases from the business world that are

directed to strengthen the understanding of the

concept of Marketing Management

Previous assessment conducted on the course

consisted of giving group assignments, quizzes,

individual assignments, midterm exams, and

semester final exams and evaluating students in the

form of questionnaires to assess the effectiveness of

the learning methods applied. Group assignments are

given by analyzing cases determined by lecturers,

adding questions that they will answer according to

the discussion of chapters per chapter in the main

reference book (textbook).

During this time, the teaching process of

Marketing Management Seminar courses offered in

even semester in the Management Department,

Andalas University, uses teaching methods more by

emphasizing on the understanding of marketing

management concepts/theories through seminar

methods by discussing cases that will be chosen by

the students who are divided into small groups in the

class. So that Consequently, this allows students to

choose the cases that are easiest for them to discuss

and they can google the case online. From the

observations made in the last even semester that used

this method, it is seen that students tend to choose

already existing establishments to analyze because

they no longer require thinking, as the analysis and

discussion of the case have fully been presented by

the company. Therefore, this does not deepen their

Verinita, . and Yanti, .

Enhancement of Student Understanding of Marketing Management Seminar with STAD Method (Student Teams- Achievement Divisions).

DOI: 10.5220/0008680300890091

In Improving Educational Quality Toward International Standard (ICED-QA 2018), pages 89-91

ISBN: 978-989-758-392-6

analytical ability in solving current marketing cases.

As a result, students only copy without understanding

the purpose of the assignment given and the final

value obtained is not maximal because of the weak

foundation of the concept they have.

Teaching materials that have been developed so

far are in the form of hand out and power points and

a review of the primary textbooks, namely Marketing

Management books written by Pillip Kotler and

Kevin Lane Keller Edition 15 E as the main reference

books (Kotler and Keller, 2016). Moreover, teaching

methods that apply lecturer-centered learning

patterns are rated inadequate to be practiced today to

achieve educational goals based on the outcomes of

learning outcomes. To overcome this problem, the

use of the Student Teams Achievement Division

(STAD method) method is considered more optimal

to achieve learning objectives.

The purpose of applying this teaching method is

to: 1) master the application of the Marketing

Management concept as a theoretical basis, 2)

analyze various problems in the organization and

society, 3) apply theory, and 2) analyze problems and

develop alternative solutions to various problems

encountered in marketing, 5) evaluating and

criticizing various current issues in the field of

marketing

This teaching method is useful for 1) developing

students' academic achievement, 2) strengthening

interpresonal relationships between students because

they apply cooperative strategies, and 3) giving high

motivation and confidence to students through the

ability to express their opinions during group

discussions

2 METHOD

The teaching method that will be applied to the

Marketing Management Seminar class is the STAD

method (Student Teams-Achievement Divisions).

The method of teaching with the STAD (Student

Teams-Achievement Divisions) model is one of the

innovative patterns of student-centered teaching that

is beginning to be practiced to overcome limitations

in lecturer-centered teaching methods. The SCL

method is currently considered appropriate to achieve

educational goals based on learning outcomes

(LP3M, 2014). This is based on a number of reasons,

namely: 1) rapid development of science and

technology with various facilities to access it, 2)

changes in work competencies that take place very

quickly and which require more flexible materials and

learning processes, 3) the need to accommodate

participatory democratization in the learning process.

Therefore, future learning is encouraged to be

student-centered. Because the achievement of

graduate learning is possible through a learning

process that prioritizes the development of creativity,

capacity, personality, and needs of students,

developing independence in searching and finding

knowledge.

According to LP3M Andalas University (LP3M,

2015), this method is a powerful strategy in student-

centered learning because it can improve critical

thinking, communication and interpersonal skills.

Because this method can bridge the gap between

concept/theory and the practice faced in the field

Some of the methods used for student assessment

are 1) quiz method, two times before Midterm

Examination. Therefore, lecturers do not rely on

midterm scores and final exam scores only to evaluate

the learning process; 2) Giving Midterm Examination

in the middle of the semester at the 8th meeting and

3) Giving the Semester Final Examination at the end

of the lecture meeting, which is the 16th week; and 4)

Providing individual assignments to students, 2

weeks before the Semester Final Examination and

collect the individual assignments during the

Semester Final Examination.

Evaluate the final assessment system in the form

of semester scores which is loaded with Marketing

Management Seminar lecturers at Universitas

Andalas’s portal. The curriculum used in the teaching

of Marketing Management Seminar courses is a

curriculum that has been prepared by the Department

of Management, Faculty of Economics, Andalas

University.

The learning technology used is optimizing the

use of laptops, powerpoint and LCD software that

will display and explain the results of case analysis

that will be presented by the group for feedback from

the audience. To stimulate student activity and

participation the audience will be given a separate

value, but the activeness value of the technology used

will help the learning achievement with the STAD

method.

The parameters for Classroom Action Research

(CAR) for Marketing Management Seminars courses

include: 1) learning outcomes through quizzes,

Midterm and Final Examinations as well as individual

assignments that will be collected during Final

Examination, 2) distribution of students’ final grades,

3) level individual participation in the presentation

process by the presenting group and 4) assessing

students’ responses regarding the development of the

learning method with STAD method through

questionnaires adiministered to students during the

ICED-QA 2018 - International Conference On Education Development And Quality Assurance

final semester examination, and in order to assess the

effectiveness of the implementation of learning by

STAD method (Student Teams-Achievement

division).

3 RESULTS

The changes in teaching methods for Marketing

Management Seminar courses were based on

observations of lecturers who teach Marketing

Management Seminar courses. The application of

STAD teaching model provides significant results,

namely, 1) a positive and conducive learning

atmosphere because of the confidence of students in

expressing their optimal opinions in group

discussions, so that the class flows dynamically

without boredom, 2) increased teamwork because

students discuss the cases in their group, 3) increase

of students’ interpersonal relationships so as to create

a positive impression between group members by

motivating them to provide discussion results.

4 CONCLUSIONS

Learning method using STAD method will be

effective, if it is applied in a small class with 20-30

students so as to intensively monitor the improvement

process of students' achievement, motivation and

interpersonal abilities and to make the absorption of

teaching material more effective and optimal.

REFERENCES

Kotler, Philip, and Kevin Lane Keller. 2016, Marketing

Manegement 15 edition,. International Edition, New

Jersey; Upper Saddle River. Person Education Inc

LP3M, 2014. Practical Guide to Student Centerde

Learning (SCL) Implementation. Andalas University

Press, Padang

LP3M, 2015. Guidelines for Graduates in Soft Skills

Formulation and Curriculum Integration in the

Learning Process, Andalas University Press, Padang

Enhancement of Student Understanding of Marketing Management Seminar with STAD Method (Student Teams- Achievement Divisions)