Developing critical perspectives in a media saturated world: Using digital video clips to shape learning in marketing

This paper describes how digital video clips are being used to support the development of critical perspectives and greater awareness of the location of marketing practice in wider moral, social and political arenas. The context is an undergraduate marketing subject, Brand Management. Adobe CAPTIVATE 5.5 facilitates the combination of video clips sourced from YouTube along with music, images and educator voice-overs into integrated online learning resources for the subject. Discussion in this paper is limited to just one topic area for the subject, ethical issues in branding. To engage students to explore contested ethical issues a multimedia resource has as its focus the Australian Government’s proposed legislation to mandate plain cigarette packaging. This illustration of the use of digital video clips highlights the significant potential for development of online marketing curriculum and meaningful learning in marketing, providing greater attention is paid to the pedagogy that underpins the use of digital videos.