Using the Jigsaw Technique to Improve Knowledge and Understanding of 4th Year Business Administration Students, Thaksin University, Marketing Planning Subject

Abstract

This study aims to develop the student’s knowledge and understanding of the Marketing Planning subject. In addition, this study aims to compare the achievement in studying by using the Jigsaw technique
learning method. The researcher studied 105 year 4th students, who took the subject 0705423 Marketing Planning at Thaksin University. The research tools employed were the Jigsaw technique learning package
on Marketing Planning and Marketing Strategic lesson, learning achievement pretest-posttest, the student’s satisfaction questionnaires and open questions. For the statistical analysis, the researcher used mean,
percentage, standard deviation and t-test. The results of the study showed that the students using the learning package had post –test score much higher than pre–test, different significance at the 0.1 level. Moreover, over 80 per cent of the students passed the test with scores more than 60 percent. The results of student’s attitude towards the activities found that the activities were very well satisfied and appropriated. The most suitable teaching techniques were teacher personality, instruction media, teaching content and evaluation methods