Marketing mind maps in higher education

Abstract

This article investigates the use and perceptions of mind map techniques as an alternative, visual learning method in higher education. Mind maps are multi-sensory tools that may help students organize, integrate, retain, and recall information. Current literature identifies several advantages of using mind maps in various fields of education, which far outweigh the disadvantages encountered. The key elements of a mind map, include a central image and theme, keywords, colours, curved lines of varying thickness, and symbols. A mixed method methodology study was conducted. A survey instrument (20 Likert questions on a 5-point scale) was designed and used to collect student perceptions about mind mapping as a learning tool. Survey responses of 34 first-year and second-year students (16–18 years old) studying Marketing at the Junior College, University of Malta, were analyzed using descriptive statistics. Results showed positive perceptions towards the use of mind-maps in learning and studying Marketing. Furthermore, qualitative research also confirmed that mind maps help students simplify studying, enhance creativity and are effective in memorizing and recalling of knowledge. Mind maps do not teach problem solving or critical thinking skills but engage learners in a tangible manipulation and constructions of their thoughts. A sustained teaching effort and regular practice is recommended if students are to benefit in the long term.