Sustainable Tourism Indicators for EU Destinations

The European Commission has developed a European Tourism Indicators System (ETIS) for Sustainable Management at Destination Level, which is a comprehensive system, simple to use, flexible and suitable for all tourism destinations.

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The system is designed to be used by tourism destinations to monitor, manage, measure and enhance their sustainability performances, without the need of any specific training. Motivations for tourism destination monitoring include:

•Improved information for decision making
•Effective risk management
•Prioritization of action projects
•Performance benchmarking
•Improved community buy-in and support for tourism stakeholders
•Enhanced visitor experience
•Increased bottom-line / cost savings
•Increased value per visitor

Source: http://ec.europa.eu/enterprise/sectors/tourism/sustainable-tourism/indicators/documents_indicators/eu_toolkit_indicators_en.pdf

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The business case for digital marketing

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Entrepreneurs are regularly engaging with customers through digital marketing applications. Corporate businesses’ sites are enabling interactive information sharing, inter-operability, user-centred design and collaboration. Some are even allowing customers to interact and collaborate with each other in social media networks, blogs, wikis, video sharing sites, hosted services and web applications. The companies that are embracing such innovations will be those that will be successful in leveraging themselves against competition. They will be rewarded by the marketplace, as a result. Multichannel communications particularly through mobile technologies reach customers in a timely, relevant, personal and cost-effective manner. Therefore, digital marketing comprises a set of tools that allows people to enhance their social and business connections as they can share information and collaborate together on projects online. Millions of people have increasingly become familiar with blogs, wikis, social-networking sites and other online communities. A growing number of marketers are active on social media including Facebook, Linkedin or Twitter. They use these networking sites to collaborate with consumers on product development, service enhancement and promotion. Not all entrepreneurs are well versed in information-communications technologies, yet some are becoming quite successful in consumer engagement. Nowadays, it is relatively easy to build your own web page through blog sites like wordpress, blogger or posterous to name a few. The tools of production (e.g. content editing software and blogging tools) are widely available and are very user-friendly. In addition, customers have become increasingly acquainted with the marketing tools of distribution (e.g.amazon, ebay, itunes and the like).

These days, marketing is all about keeping and maintaining a two-way relationship with consumers. Digital marketing tools are a powerful way to do that. A growing number of businesses are learning how to collaborate with consumers about product development, service enhancement and promotion. Successful companies get consumers involved in all aspects of marketing. They listen to and join online conversations about products outside of their sites, as they value customers’ opinions and perceptions. Many businesses use web 2.0 tools to forge collaborative relationships with business partners including customers in their value chain. Their employees are often involved in this process. Moreover, it seems that customers are willing to participate by giving their feedback. For instance, consumers can possibly provide invaluable insight during the research and development phase of a product. In a sense, customers may help companies to improve on their existing product or service offering. The firms who respond quickly to their customers’ pleas will inevitably lead in customer satisfaction and retention. Apparently, consumers trust each other’s opinions more than a company’s marketing pitch. It goes without saying that there is no shortage of opinions online. For instance, blog sites like digg and delicious are continuously tracking the most popular topics on the web. Such blogs often feature the latest buzz about new product propositions. Commentators can often help to generate favourable remarks and positive reviews – which are always beneficial for businesses’ reputation. This may result in free publicity for brand awareness. Blogs, wikis and online communities are among the tools that companies are increasingly using for marketing, but there are other ways to reach consumers. For instance, many companies are resorting to instant messaging on their web sites, where shoppers can chat online with customer-service representatives.

Arguably, web sites and blogs can provide invaluable support to businesses in their endeavours to attract new customers. Yet, the businesses’ corporate image can easily become tainted with negative reviews (and comments) at some point in time. It is important for businesses to address and recover from such poor feedback. This contribution suggests that digital marketing tools can possibly be used to reinforce existing promotional strategies. These tools complement quite well with conventional advertising tactics as they raise awareness of the company’s presence. Needless to say that social media networks are used by millions of customers every day. Similarly, entrepreneurs can write numerous blogs to remind customers of their products or brands. However, the successful businesses are the ones who are capable of forging relationships with customers through digital marketing tools, including social media. Perhaps, consumers ought to be involved in marketing and selling activities; from product development to after-sales feedback. Companies can gain sustainable competitive advantages only if they value consumers’ opinions on various aspects of the marketing mix (including product, pricing and distribution preferences). In Kotler’s own words, “the marketing organisation will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes”.

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Embedding Formative Assessments in Curriculum Frameworks

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Educators who regularly engage in student-oriented approaches will inevitably need to adapt to different pupils’ needs, abilities, interests and learning styles. Nowadays there is adequate and sufficient evidence which suggests that educators who supplement or replace lectures with active learning strategies are improving their students’ learning and knowledge retention. At the same time, the students will become motivated as they participate in the discovery and scientific processes. Recent, academic studies have shown that educators are increasingly resorting to student-centred assessment approaches, including: Active Learning, Collaborative Learning, Inquiry-based Learning, Cooperative Learning, Problem-based Learning, Peer Led Team Learning, Team-based Learning and Peer Instruction among other methodologies. Therefore, educators are expected to identify their students’ learning needs and respond to them. Yet, they should also measure the progress of their pupils in their learning journey. This article maintains that (summative) assessments are a classic way of measuring student progress. Assessments are integral to the schools’ quality assurance, syllabi and curriculum programmes. In a similar way, such forms of tracking individuals’ performance and their progress are also applied in workplace environments by many employers. However this is only part of the story. To be truly meaningful and effective, assessments should also be “formative”. Educators may use tools and activities which are embedded in the on-going curriculum to garner students’ feedback at key points in the learning process.

Interestingly, educators are moving away from the conventional teacher-centred methodologies as they are enhancing their interaction with students. Formative assessments respond to the pupils’ individual learning needs as the educators are making frequent, appraisals of their students’ understanding. This enables them to adapt their teaching to meet the students’ requirements, and to better help everyone reach high standards of excellence. Educators ought to involve their students in their learning journey. This helps them to develop key knowledge, skills and competences that enable their intellectual growth. Nevertheless, although the educators seem to be incorporating various aspects of formative assessment into their teaching, it is less common to find it practiced in a systematic manner. Formative assessments are often present within individual teachers’ frameworks. It may appear that some of the emerging educational approaches are setting up learning situations as students’ are guided toward their learning goals. These approaches seem to be re-defining student success. To my mind, formative assessments are highly effective in raising the level of student attainment, as they are likely to increase the equity of student outcomes.  Formative assessments entice the students’ curiosity in the subject, as well as improving the students’ ability and aptitude to learn. Such student-centred methodologies emphasise the process of teaching and learning, as they involve students in their own educational process. It also builds students’ skills during peer and self-assessments, and help them develop a range of effective learning strategies. Students who are actively involved in building their understanding of new concepts (rather than merely absorbing information) and who are learning to judge their own quality and of their peers – are developing invaluable skills for lifelong learning. As a proponent of active learning my formative assessment strategies often feature role-playing, debating, student engagement in case studies, active participation in cooperative learning and the like. Such teaching approaches can be utilised to create a context of material, where learners work collaboratively. Needless to say, the degree of my involvement while students are being “active” may vary according to the specific task and its context in a teaching unit. Of course, there are different approaches to gauge students’ comprehension of what has been taught. A non-exhaustive list of formative assessment strategies can include:

  • Questioning strategies: During classroom interactions, students may be asked challenging questions. Questions often reveal student misconceptions. Questions can be embedded in lesson plans. Asking questions often gives me an opportunity for deeper thinking and provides me with significant insights into the degree and depth of student understanding. Questions will inevitably engage students in classroom dialogue that both uncovers and expands learning.
  • Criteria and goal setting: Students need to understand and know the learning targets / goals and the criteria for reaching them. Establishing and defining quality work together, asking students to participate in establishing norms and behaviours for classroom culture, and determining what should be included in criteria for success are all examples of such a strategy. Using student work, classroom tests, or exemplars of what is expected will help students understand where they are, where they need to be, and an effective process for getting there.
  • Observations assist teachers in gathering evidence of student learning to inform instructional planning. This evidence can be recorded and used as constructive feedback for students about their learning curve.
  • Self and peer assessments help to create a learning community within a classroom. Students will learn as they are engaged in metacognitive thinking. When students are involved in criteria and goal setting, self-evaluation is a logical step forward in the learning process. With peer evaluation, students see each other as valuable resources for checking each other’s quality work against previously established criteria.
  • Student record keeping helps students better understand their own learning as evidenced by their classroom work. This process of students keeping on-going records of their work will help reflect on their learning journey, as they examine the progress they are making toward their learning goals.
  • Portfolios, logbooks and rubrics: These instruments are widely used to provide an opportunity for written dialogues with students. Such tools help educators to evaluate the quality of their students’ work. On the other hand, students will use rubrics to judge their own work, and improve upon it.

Without doubt, there may be still some perceived tensions among stakeholders about formative assessments and summative tests. Education institutions have to be accountable for student achievement. They guide students to satisfy the requirements of their curriculum programmes. There may be a lack of consistency and coherence in policies between assessments and evaluations at both the institutional and classroom levels.  And there are different attitudes among educators about formative assessments. Perhaps, on-going assessments may be considered too resource-intensive and time-consuming to be practical. Educators are often faced with extensive curriculum and reporting requirements as they are often teaching to larger classes.

The right assessment systems foster constructive cultures of evaluation. Formative assessments are likely to help in promoting reforms for student-centred education. Ideally, information gathered through assessments and evaluation processes can be used to shape strategies for continuous improvement at each level of our education system. In classrooms, educators can possibly gather information on student understanding. Consequentially, this enables them to adjust their instruction to meet students’ identified learning needs. In conclusion, this contribution suggests that the locus of emerging educational strategies is pushing toward a proactive engagement in student-centred learning theories, where the student is placed at the very centre of the educator’s realms.

Also featured on the Times of Malta on the 27th October 2013.

Dr Mark Anthony Camilleri lectures at the University of Malta.

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Developing Social Marketing Plans

Corporate Social Marketing differs from other marketing activities as it focuses on responsible behaviours that help society and the environment. This contribution suggests that there are many benefits for businesses who carry out laudable initiatives. Social marketing raises the businesses’ profile as it strengthens the brands’ positioning relative to others. It improves the financial performance of firms, especially if it supports the firms’ marketing goals and objectives.

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Of course there may be many cynics among stakeholders (including customers) who view social marketing campaigns as none of your business. Therefore, developing and supporting social marketing campaigns will surely involve more than writing a cheque.

Businesses ought to pick an issue which is closely related to their individual organisation’s core business. The organisation’s resources and the corporate marketing strategies should focus on initiatives that have the potential for long-term sustainability. In addition, every member of staff should be encouraged to engage in socially and environmentally responsible behaviours. Perhaps, there is also scope in forging alliances with the public sector and non-profit organisations. Such external stakeholders can possibly provide relevant expertise, credibility and extended reach into promising customers. For instance, non-governmental organisations can easily identify the needs and wants of the communities around businesses. Finally, strategic marketing entails sequential planning processes which will involve consumer and competitive research as well as the effective utilisation of marketing mix tools.

A cohesive approach is necessary to ensure successful results. Therefore, the following steps and principles are highly commendable for the successful implementation of social marketing plans which will eventually reap fruit in the long term:

  1. Determine a vision for social behaviour: Who is the main sponsor of this concerted effort? What is the purpose of doing this? What social and environmental issue(s) will the plan address and why?
  2. Conduct a situation analysis, which triggers a SWOT analysis: What are the internal strengths and weaknesses? What are the external opportunities and threats?
  3. Segmenting target audiences: Which individuals and/or organisations in the community have the greatest need? Are these potential segments readily accessible?
  4. Set behavioural objectives and change management goals: A key success factor is the setting of specific, measureable, achievable, realistic and timely (SMART) objectives that become the core of campaign effort.
  5. Determine potential pitfalls to behaviour change: Perform a cost-benefit analysis of the desired behaviour. At this stage that it is also necessary to look at the competitors’ behaviours. The target audiences can also change their attitudes and perceptions about products and services over time.
  6. Draft a positioning statement: Are the businesses’ target audiences valuing socially and environmentally responsible behaviour?
  7. Develop the marketing mix, marketing strategies and tactics: Businesses need to respond to the barriers (and motivations) that target audiences may have. Some customers may be sceptical of the businesses real intentions. A few issues to consider in each of the 4Ps include: (i) Product – provide tangible products or services in the social marketing campaign, ones that will add value to the brand. (ii) Price – non-monetary forms of recognition can add value to the exchange transaction.(iii) Place – look for ways to enhance the distribution of the product (or service) by reaching out to the desired target market in a convenient way.    (iv) Promotion – develop marketing communication messages prior to selecting media channels. Messages have to be clear, understandable and relevant to particular target audiences .
  8. Develop a plan for evaluation and monitoring: Evaluation of target segments. Where there any behavioural changes in customers? Is the social marketing campaign successful?
  9. Allocate budgets and find additional funding sources: There may be scope in corporate partnerships (for philanthropy) with all sectors in society: e.g. public agencies, non-profit organisations, foundations and special interest groups.
  10. Complete an implementation plan: A three to five year plan may be required to educate staff, dedicate financial resources for infrastructures, change attitudes and perceptions to support behavioural change.

Also Published by the Times of Malta (18th July 2013)

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Tourism in the Green Economy

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The UNWTO – UNEP’s 2012 report entitled, ‘Tourism in the Green Economy’ demonstrates how increased investment in sustainable tourism has the potential to boost the sector’s contribution to economic growth, development and job creation, while simultaneously addressing the major environmental challenges of the times. The report also highlights that, while tourism is one of the most promising drivers of growth for the world economy, its development is accompanied by sustainability-related challenges. It recommends an increased investment of global GDP per year from 2012 to 2050 in order to allow the tourism sector to continue to grow steadily and ensure significant environmental benefits such as reductions in water consumption, energy use and CO2 emissions. Findings call for a better access to tools and financing for SMEs in particular from governments and international organizations through public-private partnerships and also for public policies and support to encourage private investment in green tourism.

The report is an extension of the Tourism Chapter of the Green Economy Report, which makes the case for investments in greener and sustainable tourism as a means to create jobs and reduce poverty while improving environmental outcomes.

 

Source: World Tourism Organisation (2012) Tourism in the Green Economy: Background Report Url:  http://sdt.unwto.org/en/content/publications-1 accessed on the 29th June 2013.

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Employment Laws and Industry Codes of Practice in Malta

 

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June 25, 2013 · 10:01 am

Marketing Effectiveness Audits

Customers

This article is also available here: http://www.business2community.com/marketing/marketing-effectiveness-audits-0684999

Generally, firms dedicate considerable resources on their marketing activities. Businesses’ marketing expenditure is usually devoted to campaigns, propositions, channels and customers. Such discretionary costs could optimise the interaction with customers and improve profitability which maximises the return on marketing investment.  However, the market environment and the chance factors can possibly influence results. Therefore a marketing effectiveness audit can be carried out in order to analyse and interpret all effects of the firms’ marketing functions. Such an audit will feature a roadmap for further improvements.

 

Management and staff have to recognise the primacy of knowing their customers. Are they capable of identifying between different promising segments?  Some managers tend to over concentrate on certain factors and ignore their customers’ philosophy. Certain managers are sales oriented as they strive to sell anything. Others may be driven by cost efficiencies as they place undue emphasis on price as a determinant of demand. Technology-oriented managers leverage their firms’ profile through digital marketing and social media.  However in business; it’s all about people interacting with people. All marketing functions should revolve around the customer needs. Ideally, each employee must meet and exceed the customers’ expectations. Integrated organisations are effective in their total quality management, as they are characterised by effective channels of communication.  Free flowing information must be in place, particularly between different operating divisions. Information communicated by one division may be critical to the operation of another, and may affect the action which will be taken by that division. Two way communication systems must exist all the way up from the lowest to the senior ranks. This sort of flexibility will allow organisations to deliver an excellent customer service. As a result, customers will perceive businesses as caring organisations rather than soulless bureaucracies. Arguably, employees may affect customers’ perceptions of their products or services. Customer satisfaction is everybody’s responsibility. The most successful businesses in the future will be those who offer a total quality, customer service product.

 

Enterprises need to have up-to-date information on their targeted markets. They need to know what customers need and want, all the time. The first step of anticipating customer needs is to watch what is happening. Businesses require timely and specific data relating to their provision of customer service. Marketing plans should be reviewed regularly to reflect the latest consumer attitudes and trends. The plans may need to be revisited to deal with problems and contingencies, should they occur. Relevant resources should be allocated in certain operational areas to carry out marketing activities, successfully. Adequate human resources must be carefully recruited, assigned, trained and nurtured. Employees can be effective only if they are deployed in the right areas. Different marketing strategies necessitate managers with relevant interpersonal skills. Businesses must recognise that various marketing activities must be allocated appropriate finances if they are to achieve the desired results. Checking marketing performance against ‘smart’ targets may involve qualitative assessments and checklists for continuous improvements. Key performance indicators examine customer complaints, customer satisfaction surveys and the like.

This contribution raises awareness about the purpose of marketing effectiveness audits as systematic examinations of the businesses’ marketing activities.  It is important for any organisations to carry out periodic reviews of their modus operandi as objectives and strategies are quickly outdated in today’s turbulent environment. Marketing audits help businesses to sample the effectiveness of their marketing activities; as they indicate the strengths and weaknesses of extant marketing strategies. Such audits will inevitably help to maximise returns on marketing investments by focusing on commercially successful activities and aligning appropriate resources to them. They lead to cost reductions by reallocating marketing investment away from ineffective activity. Audits provide a snapshot of how effective processes and systems are. In addition, the marketing effectiveness audit provides a course of action for further improvement. It creates a prioritised roadmap of activities to improve efficiency and effectiveness of marketing plans.

This contribution was published in the Times of Malta ‘s Business Supplement

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Economic Growth Correlates with Investment in Education

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TimesofMalta.com

Now more than ever, today’s employees need to possess adequate skills and knowledge to enable them to perform a wider range of tasks and functions within their organisational contexts. The labour market has to become flexible and adaptable to the continuously changing market environment. Moreover, the educational institutions’ investments in curriculum development will help to provide incentives for individuals to commit resources to their careers. Many academic studies have shown that economic growth is increasingly correlated to the effectiveness of the countries’ educational policies and their related curriculum development programmes (OECD, 2012). Educators should ensure that their policies, systems and reforms contribute to the supply of well-skilled people for the labour market. Prospective students of continuous professional development programmes and of higher education courses may be new entrants (school leavers), people continuing to expand their existing knowledge and skills in their workplace or job seekers registering for employment. On the other hand, lower social capital investments can impact on a country’s economic growth prospects as well as on its productivity levels and competitiveness. This may translate in serious negative effects for the individual’s well-being as well as for the cohesiveness of society.

For instance, entrepreneurship programmes in post-secondary or tertiary institutions are usually based on multiple-skills approaches. Students who follow such courses acquire key competences in creativity, innovation as they enhance their business acumen. In addition, they usually develop their social skills, particularly if they work in groups. Students can learn how to work collaboratively in a team environment. Educators should try to adopt student-centred approaches, including case studies, active participation in cooperative learning, exercises such as role-playing, debating, and the like. In fact, assessments of entrepreneurship studies may also involve the delivery of a sales pitch and the drawing-up of a business plan. Both of these tasks can be carried out in groups of three or four students. Ideally, students should also demonstrate their written communications skills. They may be required to produce media releases which feature their unique selling proposition(s) to their chosen markets. Such methodologies may possibly entice students’ curiosity and motivation in the subject. In the process, the students will also learn how to work in tandem as they develop their interpersonal skills.

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In a similar vein, successful entrepreneurs also have to work closely with people. Perhaps, it is critical for business owners (including micro-enterprises) to foster great relationships with employees, customers, suppliers, shareholders, investors and more. It goes without saying that some individuals may exhibit higher interpersonal traits than others, but others can learn and improve upon their existing skills. As prospective entrepreneurs, the students are expected to come up with fresh, innovative ideas, and make good decisions in their projects. Arguably, creativity, problem solving and recognising opportunities in the marketplace are some of the specific skills that may be acquired. However, it is important that the students’ decisions are based on relevant market research. The entrepreneurship programme will have to provide practical skills and knowledge to enable the student to produce effective goods or services in a profitable manner. One of the learning outcomes of this subject is to help students to set their goals and to create good plans to achieve them. Afterwards, the students can proceed with the organisation, leadership and implementation of their project. The students’ multi-skills will help them leverage themselves and to achieve a competitive advantage over others.

 

The theoretical aspect of the entrepreneurship studies teaches students how to develop coherent, well thought-through business plans. The students acquire sufficient knowledge of the main functional areas of business (sales, marketing, finance, and operations). In addition, the students are taught how entrepreneurs raise their capital. They will also learn about financial projections and how to determine the break-even point of their projects.

 

Indeed, the entrepreneurship studies focus on developing the students’ potential skills. Throughout such pragmatic educational programmes, the students will have to use their abilities and talents to operate resources or to manage others with a reasonable degree of confidence and motivation.  The students who are successful in their entrepreneurship studies nurture their skills, knowledge and competences. This contribution suggests that multi-skilling approaches in education can bring increased competitiveness and productivity in the labour market.

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EU Commission’s propositions for the financial services sector

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The European Commission has recently published its draft proposals for further transparency and comparability of financial services, as it aims to simplify the process for the switching of accounts among its EU member states. It also wants to enhance accessibility to basic bank accounts – for the benefit of European citizens. The proposed directive posits that all banking service providers should provide their consumers with information document(s) listing their services and they are being obliged to disclose their costs.

The EU Commission maintained that all the financial documentation may be drafted using standardised terminology and formats in order to facilitate comparison across different jurisdictions. In addition, this EU proposal requires that every European member state should have at least one independent price comparison web site which gathers and disseminates all the relevant information (including fees and charges) which may be incurred by customers.

The Commission advocated that its proposal will facilitate the process for customers who may wish to switch their bank accounts. This directive suggests that the financial service providers themselves will have to deal with all the steps involved in the switch. It stipulates that the payment service providers must complete this procedure within 15 days (30 days if customer change their accounts in different EU countries). Interestingly, this service must be provided free of charge.

The EU Commission came up with “legally binding measures on payment accounts”. Arguably, with such a directive, the Commission will strengthen its single market. At the same time, the European consumer will be presented with competitive offers and lower costs for their banking services. It is anticipated that the EU bloc’s financial services industry will benefit from increased mobility of clients (including cross-border), with reduced barriers to entry.

Europa Press Releases

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Contemporary Pedagogical Philosophies

“Education is not preparation for life; education is life itself” (Dewey, 1897).

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Introduction

Education equips individuals with the right skills, substantive knowledge and competences to pursue their own goals. It enables them to become an integral part of the community as fully-fledged, autonomous citizens. In its broadest sense, education is a means of “social continuity of life” (Dewey, 1916:3). Even Plato in ‘the republic’ inquires about morality and the good life. He posits that human beings should be active within their community. The Greek philosopher maintained that every aspect of our life creates ‘harmonious people’. He went on to say that morals and ethics are part of an even balance of wisdom, courage, and restraint.

The main philosophical thoughts and the theoretical underpinnings of education are important social domains which have attracted the interest of many philosophers for thousands of years. For instance, Socrates floated his idea that knowledge is a matter of recollection, not of learning, observation or study (Dillon, 2004). Pertinent literature review suggests that education is a transmission of knowledge. Education fosters enquiry and reasoning skills that are conducive to the development of autonomy (Phillips, 2009). The question of learning and how the educative systems work relate to individual capacities and potentialities. Of course, the processes (and stages) of human development are shaped by many factors. Individuals experience different environmental contexts and settings. Their home country also possesses its own features, which often transcend from norms, traditions and cultures. The institutions of education should adapt their curricula to align themselves to the particular social fabric. Consequentially, the background of students as well as their educational environments (in which they are placed) ought to be carefully considered. For instance, Dewey advocated that human beings should be categorised into classes. He compared individuals to organisms situated in a biological and social environment, where problems are constantly emerging, forcing the individual to reflect and act, and then learn (Reed, and Widger, 2008).

Individuals can improve upon their existing knowledge as they reflect upon their actions, whether they are at school or in their work phase. Students are individuals with their own trails of growth. Teachers and employers are there to guide and facilitate this growth. The educators’ duties and responsibilities are to help in the academic (and non-curriculum) development of students in their learning journey. Dewey’s educational theories suggest that education and learning are social and interactive processes, and thus the school itself is a social institution through which social reform can and should take place (Dewey, 1916). In addition, the author believed that students thrive in an environment where they are allowed to experience and interact with their curriculum.Essentially, Dewey suggested that all students should be given the opportunity to take part in their own learning experience. Apparently, this approach focuses on the needs of students, rather than of all those involved in the educational process. The discourse revolving around student-centred pedagogy was also replicated in subsequent years by Jean Piaget and Lev Vygotsky. This perspective has many implications for the design of courses. In the student-oriented approach, the educator adapts to the pupils’ needs, abilities, interests, and learning styles.

Educators use more than one theory of teaching as they may be capable of wearing different hats with their students. They act as students’ philosophers, advisers, counsellors, motivators, demonstrators, curriculum planners, evaluators and the list goes on. Bloom (1956) has classified three types of objectives: Cognitive, Affective and Psychomotor. Similarly, Tolman (1951) put forth the notion that there are three parts to learning which work together as a gestalt. These are the “significant” goals of behaviour, the “sign” or the signal for action, and “means-end relations” which were internal processes and relationships. The author believed that  learning is an accumulation of these sign gestalts, and that they can be configured into cognitive maps. The input from the environment is on-going, and it influences behaviour, in that it causes certain gestalts to be selected or not. In this sense, learning is unique to each and every individual.

Beyond the notions of behaviourism, constructivism and the relevant theories and styles, the literature review in this field of study suggests that learning is a process of active engagement as an individual and in social contexts. Recently, the latest shift in educational discourse had been the distancing away from the conception of “learner as a sponge” (Maillet and Maisonneuve, 2011) toward an image of learner as an active construct. Although Dewey reminded us that learners were not empty vessels, education in many jurisdictions was usually based on teacher-centred approaches (Cuban, 1993). Evidently, there was an erroneous assumption that if teachers speak clearly and students are motivated, learning will be successful. When the students do not learn, the logic is that they are not paying attention, or they do not care. These conceptions may have been grounded in a theory of learning that focused on behaviour. Behavioural-learning theorists maintained that if teachers acted in a certain manner, students will react in particular ways. Central to this notion of behaviourism was the idea of conditioning, where the individuals are trained to respond to stimuli. Eventually, the “cognitive revolution” in psychology put the mind back into the learning process (Miller, 1956).

Behavioural psychology (based on factual and procedural rules) has given way to cognitive psychology (based on models for making sense of real life experiences (Lesh and Lamon 1992:18). Kandel and Hawkins (1992) maintained that the brain actively seeks new stimuli in the environment from which to learn and that the mind changes through use. Learning changes the structure of the brain (Bransford et al., 2000). Research suggests that young learners from a tender age – make sense of the world by actively creating meaning while they are reading texts. They construct their perceptions of social reality by interacting with their surrounding environment, or simply by talking to their peers. Even if students are quietly observing their teacher, they can be actively engaged in a process of active learning and understanding. This cognitive turn in psychology is often referred to as the constructivist approach to learning.

 

Teaching Philosophies

Overall, a statement of teaching philosophy should provide a personal portrait of the writer’s view of teaching. The narrative description of one’s conception of teaching as well’s as one’s rationale and justification for how one teaches and why, may be expressed in a variety of ways (Lyons, 1998). The overarching question in a statement of teaching philosophy is: Why am I teaching? Other relevant questions which follow are: What are my teaching goals and objectives? What is the student-teacher relationship which I strive to achieve? What behavioural methods will I use? What motivates me to enhance my knowledge about the subject I am teaching? What values do I impart to my students? How do I make sure that I have taught my students successfully? What code of ethics guide me?

One of the hallmarks of a teaching philosophy is its individuality. Ideally, this personal statement should be of a reflective nature in its content. A teaching philosophy is all about a vivid portrait of an educator who is motivated about teaching practices and committed to career advancement. The act of taking time to re-consider one’s goals, actions and vision provides an opportunity for self-development. The main components of teaching philosophies are descriptions of how educators think learning occurs, or how they think they can possibly intervene in their students’ learning process. Of course, educators set goals for their students. They may also decide to plan how to implement them. For some purposes, including a section on one’s personal growth as a teacher is also important for self-development. This reflective component explains how one educator has grown in the teaching profession over the years. It illustrates what challenges exist at present as it identifies what long term goals are projected for the future. Whilst writing this section, the educator revisits one’s concepts and methodologies. This exercise can turn out to be stimulating as the educator revises the old syllabi and the instructional resources. It goes without saying that the educator will need to remain abreast with the latest academic and research findings in his / her field of studies. It is in the educators’ self-interest to communicate and collaborate with their peers. There is scope for lecturers to work together with other colleagues. They are often encouraged to participate in workshops to share knowledge about best practices as well as resources. 

In a similar vein, the teaching philosophy should be communicated to the students as it is in their interest to know what is required from them and why (see Cerbin, 1996). Given this information, students are triggered to engage in a more productive manner in their learning journey. It is also likely that students learn much better and succeed in their course. Some empirical studies have shown that appropriate communication with students helps to increase their retention (Thomas, 2009; Braskamp and Ory, 1994). Nowadays, many educators are implicitly exhibiting their teaching philosophies as these are often evidenced to students through syllabi, assignments, approaches to teaching and learning, classroom environment and student –teacher relationships (Thiessen, 2012) The goal of sharing a statement of teaching philosophy is to value and respect students. One repays a teacher badly if one always remains nothing but a pupil (Nietzsche, 1891).

 

Conclusion

Literature review has revealed that many teachers are following the theories and principles which were discussed here. The theories I have described here have provided me with a good insight to develop and articulate my teaching philosophy. This contribution offers a good opportunity to rethink about your teaching practice. I believe that the best educators are the ones who use and create, adopt (or reject) theories of learning and teaching. These theories and principles are derived from many years of experience and careful inquiry as they are tested in class-room settings, critiqued by colleagues and continuously emerge from empirical findings and theoretical underpinnings.

 

“Education, therefore, must begin with a psychological insight into the child’s capacities, interests, and habits. It must be controlled at every point by reference to these same considerations. These powers, interests, and habits must be continually interpreted – we must know what they mean. They must be translated into terms of their social equivalents – into terms of what they are capable of in the way of social” (Dewey, 1897). 

 

References

Bloom, B.S. (1956) “Taxonomy of educational objectives: the classification of educational goals” Handbook I: Cognitive Domain. New York, Longmans, Green.

Bransford, J., A. Brown, and R. Cocking, eds. (2000) “How people learn: Brain, mind,experience, and school”. Washington, DC: National Academy Press.

Braskamp, L.A., and Ory, J.C. (1994) “Assessing Faculty Work: Enhancing Individual and Institutional Performance”. Jossey-Bass Higher and Adult Education Series. San Francisco.

Cerbin, W. (1996) “Inventing a new genre” The course portfolio at the University of Wisconsin La Crosse. In Making Teaching Community Property: A Menu for Peer Collaboration and Peer Review, ed. P. Hutchings. Washington, DC: American Association of Higher Education.

Cuban, L. (1993) “How teachers taught: Constancy and change in American classrooms 1890–1990”. New York: Teachers College Press.

Dewey, J. (1897) “My Pedagogic Creed”. Url: http://dewey.pragmatism.org/creed.htm accessed on the 25th April 2013.

Dewey, J. (1916) “Democracy and Education: an introduction to the philosophy of education”. Url: http://www.gutenberg.org/files/852/852-h/852-h.htm accessed on the 25th April 2013.

Dewey, J. (1938) “Experience and Education”. Url: http://www.schoolofeducators.com/wp-content/uploads/2011/12/EXPERIENCE-EDUCATION-JOHN-DEWEY.pdf accessed on the 25th April 2013.

Dillon, A (2004) Education in Plato’s Republic Url: http://www.scu.edu/ethics/publications/submitted/dillon/education_plato_republic.html accessed on the 5th May 2013.

Kandel, E.R. and Hawkins, R.D. (1992) “The biological basis of learning and individuality.” Scientific American 267.3, pp.78-86.

Lyons, N. (1998) “With Portfolio in Hand: Validating the New Teacher Professionalism”. Teachers College Press, New York.

Maillet, B. and Maisonneuve, H. (2011) “Long-life learning for medical specialists doctors in Europe”. CME, DPC and qualification. Presse médicale (Paris, France: 1983), 40(4 Pt 1), 357.

Nietzsche (1891) “Decadence, and Regeneration in France (1891-95)” In Forth, C.E. (1993). Journal of the History of Ideas, 54:1 pp97-117.

Phillips, D.C., (2009) “Philosophy of Education”, The Stanford Encyclopedia of Philosophy. Edward N. Zalta (ed.), Url: http://plato.stanford.edu/archives/spr2009/entries/education-philosophy/ accessed on the 2nd May 2013.

Plato. The Republic. 2nd ed. Trans. Desmond Lee (1987) Penguin Books, New York.

Reed, D.  and Widger, D. (2008) “Democracy and Education” by John Dewey. Url: http://www.gutenberg.org/files/852/852-h/852-h.htm accessed on the 4th May 2013.

Thiessen, D. (2012)”Classroom-based teacher.” Early Professional Development for Teachers 317.

Thomas, L. (2009) “Improving student retention in higher education”. AUR, 9.

Tolman, E. C. (1951) “Behaviour and psychological man: essays in motivation and learning”. Berkeley, Univ. of California Press.

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