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O uso do Edutenimento e Marketing de Conteúdo como estratégias pedagógicas para trazer o engajamento dos alunos em e-learning na pandemia
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Nas novas circunstâncias impostas pelo contexto da Pandemia, a relação educação-tecnologia que nem sempre foi bem aceita acaba por ganhar um novo capítulo quando estes recursos passam a ser os únicos meios viáveis de continuação do ensino-aprendizado que havia se iniciado no modelo presencial. Em meio a esta transição para o ambiente online, a adopção do e-learning aponta à falta de interesse e participação cada vez mais recorrente por parte dos alunos. Tendo o marketing como uma referência para lidar com tais configurações, uma vez que seu objectivo permeia sempre a busca por atenção, trocas e interação, este estudo busca compreender como o marketing digital, em específico o de conteúdo, pode contribuir em termos de práticas, estratégias e planeamento para tornar as informações e dinámicas das salas de aula mais atrativas a ponto de motivar os alunos a interagirem. Também buscamos compreender se a vertente do entretenimento associada à educação (conhecida como edutenimento) tem potencialidade para ser aceita e utilizada como uma possibilidade na busca para uma aprendizagem significativa online.
In the new circumstances imposed by the context of the Pandemic, the education-technology relationship that was not always well accepted ends up gaining a new chapter when these resources become the only viable means of continuing the teaching-learning that had started in the face-to-face model. In the way of this transition to the online environment, the adoption of e-learning points to an increasingly recurrent lack of interest and participation on the part of the students. Taking marketing as a reference to deal with such configurations, since its objective always permeates the search for attention, exchanges and interaction, this study seeks to understand how digital marketing, specifically content marketing, can contribute in terms of practices, strategies and planning to make the information and dynamics of classrooms more attractive to the point of motivating students to interact. We also seek to understand whether the entertainment aspect associated with education (known as edutainment) has the potential to be accepted and used as a possibility in the search for meaningful online learning.
In the new circumstances imposed by the context of the Pandemic, the education-technology relationship that was not always well accepted ends up gaining a new chapter when these resources become the only viable means of continuing the teaching-learning that had started in the face-to-face model. In the way of this transition to the online environment, the adoption of e-learning points to an increasingly recurrent lack of interest and participation on the part of the students. Taking marketing as a reference to deal with such configurations, since its objective always permeates the search for attention, exchanges and interaction, this study seeks to understand how digital marketing, specifically content marketing, can contribute in terms of practices, strategies and planning to make the information and dynamics of classrooms more attractive to the point of motivating students to interact. We also seek to understand whether the entertainment aspect associated with education (known as edutainment) has the potential to be accepted and used as a possibility in the search for meaningful online learning.
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Edutenimento E-learning Marketing digital Marketing estratégico Marketing de conteúdo Engajamento Edutainment Digital marketing Strategic marketing Content marketing Engagement