Disrupting Norms: Reflections on the Challenges and Response Strategies in a Marketing Programme Due to COVID-19

Debbie Ellis; Sibusiso Ndlovu

doi:10.25159/2663-5895/10986

Authors

Debbie Ellis University of KwaZulu-Natal https://orcid.org/0000-0002-8464-6022
Sibusiso Ndlovu University of KwaZulu-Natal https://orcid.org/0000-0002-4353-8922

DOI:

https://doi.org/10.25159/2663-5895/10986

Keywords:

Online learning, South Africa, COVID-19, Marketing programme

Abstract

The novel Coronavirus disease (COVID-19), which was declared a global pandemic on 11 March 2020, has disrupted most economies and industries with higher education being no exception. Transitioning to online learning (OL) was one way most higher education institutions (HEIs) attempted to ensure both effective and safe learning. However, this was often a crisis response rather than a planned digital transformation. The aim of the current study was to explore the response strategies applied by the staff, and also the challenges experienced by the students, during the transition to OL in the Marketing programme at a South African university facing developing nation conditions and the disruption of educational norms. The study findings indicated that the students experienced infrastructure and connectivity challenges; exhibited deficient online competence; and experienced university and home-life challenges. The response strategies applied by the Marketing programme staff are discussed and evaluated in relation to these challenges. While the strategies assisted with some student challenges, other challenges persisted and recommendations for improvement are provided. The article represents a reflection on those challenges which are beyond the control of Marketing academics, but also strategies and new norms which academics may use in such times of disruption to educational norms.

Author Biographies

Debbie Ellis, University of KwaZulu-Natal

Debbie Ellis is an Associate Professor in Marketing in the School of Management, IT & Governance. Debbie is a graduate of the University of Cape Town, South Africa and KTH, Royal Institute of Technology in Stockholm, Sweden. She has 30 years of consulting, teaching, supervision and research experience. She has taught at undergraduate and postgraduate levels in several South African universities. Debbie has supervised and examined research at both national and international institutions and performed the roles of conference chair, editor, Exco and editorial board member, conference organizing committee member, track chair and reviewer. Debbie was recently elected as the Interim Chairperson of the African Social Marketing Association and serves on the board for the International Social Marketing Association. She reviews for numerous international journals in the Marketing field. Her primary areas of research interest include social marketing, eco-consumers, young consumers, and consumer knowledge. Her work has been published in the Africa Education Review, South African Journal of Education, South African Journal of Higher Education, Journal of Cleaner Production, Sustainability Science, the International Journal of Consumer Studies, Young Consumers, International Journal of Knowledge Management, the South African Journal of Economic and Management Sciences and the South African Journal of Business Management, amongst others.

Sibusiso Ndlovu, University of KwaZulu-Natal

Sibusiso Ndlovu is a Master of Commerce candidate in Marketing Management at the University of KwaZulu-Natal (Pietermaritzburg). He holds a Bachelor of Honours Degree in Marketing Management and Bachelor of Commerce undergraduate degree majoring in Marketing and Supply Chain Management from the University of KwaZulu-Natal. Sibusiso’s research interest is in social marketing, including understanding environmentally friendly consumer, eco-labels, green advertising and sustainable packaging, as well as social marketing in the context of COVID-19. His work has been presented in the 5^th Business Management Conference (2018), accepted for presentation at ARTEM 2020: 3^rd Organisational Creativity and Sustainability International Conference, Chemnitz, Germany, 19-21 March 2020. Sibusiso has worked as a research assistant as well as tutor and student advisor at the University of KwaZulu-Natal.

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