Abstract
To investigate how technology can benefit the acquisition of both English and content knowledge in marketing courses, this study examines one form of mobile learning for students at a higher education institution in China. In the context of marketing courses that use English as the medium of instruction (EMI), the objective of this study was to determine how livestreaming and mobile devices can facilitate meaningful learning experiences and how students can apply their marketing knowledge and skills in the business world by engaging in real-life English language situations and authentic business environments. Eighty-seven business students were invited to observe designated real-time livestreams on their mobile devices and interact with the streamers and other viewers online, complete a survey and participate in semi-structured focus group interviews. Making use of the community of inquiry (CoI) model, we gathered data to identify the students’ perspectives on using mobile devices for viewing livestreams to enhance both their marketing content knowledge and English language learning. Based on the CoI elements of social presence, teaching presence and cognitive presence, this study identified essential factors for supporting student learning. Recommendations for future applications of mobile learning and livestreaming for English and content knowledge learning are offered.
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The author would like to thank the editors and two anonymous reviewers for their constructive feedback and suggestions on improving the chapter. This project was supported by the Beijing Normal University-Hong Kong Baptist University United International College (Grant No. UICR0400006-21).
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Ma, A.K.F. (2023). Using Technology for English-Medium Instruction: The Use of Livestreaming in the Marketing Classroom. In: Corbett, J., Yan, E.M., Yeoh, J., Lee, J. (eds) Multilingual Education Yearbook 2023. Multilingual Education Yearbook. Springer, Cham. https://doi.org/10.1007/978-3-031-32811-4_3
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