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Abstract

This paper details a research-led teaching approach in a service-learning course focused on understanding caregivers’ needs in Hong Kong. The approach combines AI tools and interviews to give students a comprehensive understanding of caregiving, providing valuable insights into innovative teaching approaches in advertising education. AI analysis provides quantitative insights, while interviews offer qualitative perspectives on caregivers’ challenges and needs. The findings from the analysis and interviews are used to design targeted support initiatives for caregivers in a campaign proposal. Based on the insights, students develop ideas and propose practical deliverables for a client partner. Throughout the semester, students document and reflect on their learning experiences. The results show that using the AI tool, BrandWatch, has a positive impact on students’ personal and social growth, development, and engagement in learning. The implications of the value of the teaching methodology for advancing advertising education are also discussed.

Keywords

caregivers challenges and needs Hong Kong AI consumer intelligence first-hand interviews service learning integrated research-led teaching approach advertising education

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