Digital Storytelling Technique as a Catalyst for Students' Memory Retention and Performance in the Topic of Marketing Mix

Abstract

The marketing mix comprises four key components: product, pricing, promotion, and distribution. This topic is essential as a foundational element for strengthening students’ understanding of marketing concepts. Observations of student behaviour revealed that they struggled to focus and retain marketing concepts, and the results of the pretest clearly showed that their performance was below the expected standard. Therefore, the objective of this study is to enhance memory retention and target performance through the use of digital storytelling techniques. Lecturer reflections indicated that repetitive teaching and facilitation practices led to student boredom. By integrating Schmidt’s seven-step model within a problem-based learning framework, two cycles of intervention were implemented. This purposive sampling focus on the fifteen pre-university students majoring in accounting at a northern institute were selected as the study’s target group.The first cycle showed improved performance of the students nevertheless the targeted students have not obtained the expected grade. Refinement of the instruments by incorporating digital notes in the second cycle led to improved student outcomes. Interview data from five students were analyzed thematically, revealing four dimensions: cognitive, teamwork, interest, and experience.This technique can be extended as an active learning instrument to further develop students’ potential in creating their own artifacts, such as digital promotional video advertisements.