Enhancing Student Engagement Through the Use of Authentic Materials

Abstract

Learners have a variety of needs and purposes that play an important role in developing course content and assessment instruments. Employing real/authentic materials can be motivating and vocationally relevant. A number of strategies are employed within marketing courses at the Open Polytechnic of New Zealand to impart a sense of authenticity to the learning experience. Course materials include numerous real-world examples and relevant contexts. Learners' knowledge is reinforced and challenged through guided practice, embedded/contextual assessments, existing/impending issues, reflective and critical thinking, and tutor/peer mentoring. This presentation will reflect on the benefits and challenges when using authentic materials in marketing courses.