Using the Voeks Method to Improve Student Learning in Principles of Marketing Classes

Abstract

Inspired by the observation that most introductory marketing texts seem to contain an ever-growing list of facts and concepts, this article describes a method that helps students develop a set of study skills that will improve their learning and comprehension, as well as their grades. The method presented here is related to traditional outlining, and it takes advantage of well-known findings in memory research to sharpen students’study skills. By helping students develop a study routine based on rehearsal, chunking, and elaboration of course material, both memory and comprehension are improved. In two exploratory studies, students using the proposed method received higher test scores than those using a more conventional approach. This method is recommended for students who may not already have developed sound study skills or for those who may want to improve their knowledge of the subject as well as their grades.

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