Blended learning in action

This paper showcases the learning benefits of blended learning platforms that allow students to apply theoretical frameworks through research and hands-on tasks. Blended learning effectively facilitates and improves students' understanding and application of theoretical concepts. It also provides an interactive and engaging learning environment that addresses the boredom of normal lecture formats. A series of hands-on learning activities and assessments have been developed to make marketing theories more accessible and increase learning outcomes. This paper details guidelines of a blended learning approach for a brand management subject where activities and assessments are offered as a vehicle for active learning that allows students to apply complex brand management frameworks. The results show that students improve their learning outcomes through the application of this blended approach. However, students' engagement and motivation in learning activities is largely influenced by student characteristics and marking allocations.