Course innovation in business higher education – A case study of a BA Commerce and Marketing course

Abstract

[EN] This paper explores the dynamic landscape of higher education, specifically in the domain of Commerce and Marketing, over the past decade. As higher education faces evolving challenges and changing stakeholder expectations, the study delves into the ongoing debate regarding the alignment of higher education, including business education on a Commerce and Marketing BA course in West-Hungary. The research employs a comprehensive case study methodology spanning ten academic years to showcase the course's development and innovations. The study scrutinizes changes in teaching methodologies, course materials, seminar and project assignments, applied technologies, and assessment methods. Findings from in-depth interviews with business professionals, and student observations reveal the course's adaptation to market needs and challenges encountered during the online transition. The results suggest that, despite disruptions in the academic year 20/21 due to the COVID-19 pandemic, the development of this course in the examined years successfully aligns with market expectations, fostering competencies essential for the business domain, thanks to introducing new methodologies (interactive project-based, seminars), usage of AI assisted applications, and introducing new forms of assessments.