SI-M-SWOT: A Problem-Based Learning Model with Game Technology to Teach SWOT Analysis in Marketing in Higher Education in East Java, Indonesia
Keywords:
Problem-Based Learning; Game-Based Learning; Marketing SWOT Analysis; ADDIE Framework; Higher EducationAbstract
The ability to conduct SWOT analysis is an essential competency in marketing education. However, conventional teaching approaches may not always provide interactive and contextually relevant learning experiences. This study intends to develop and evaluate SI-M-SWOT. The interactive learning model integrates Problem-Based Learning (PBL) and game-based learning to enhance the teaching and learning of SWOT analysis in marketing education. This study employed a Research and Development (R&D) approach using the ADDIE framework, which comprises five stages: Analysis, Design, Development, Implementation, and Evaluation. The model was piloted with 133 undergraduate students across four universities in East Java, Indonesia. Data collected through observations, questionnaires, and pre- and post-tests were analyzed using descriptive statistics and paired-samples t-tests. The paired-samples t-test results revealed statistically significant improvements in SWOT analysis comprehension scores across all participating universities (t = ?3.93 to ?9.68; df = 26–44; p < 0.001), with effect sizes ranging from moderate to very large (Cohen’s d = 0.59–1.86; pooled d ? 1.06; N = 133). Mean scores increased by 15.80 to 28.74 points (24.7%–44.3%) across the participating universities. The findings also indicated positive improvements in students’ critical thinking skills and participation. The integration of SI-M-SWOT and PBL provided a more engaging and student-centered learning experience. In addition, students reported increased learning motivation and demonstrated improved analytical skills in addressing real-world marketing problems. Overall, the findings provide statistical evidence supporting the effectiveness of the SI-M-SWOT model for teaching SWOT analysis in marketing education. Therefore, the SI-M-SWOT model shows potential for implementation in higher education settings.
https://doi.org/10.26803/ijlter.25.8.44
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