Using Jigsaw to Enhance Comprehension of Marketing Concepts among Business Education Students
Year: 2025
Type: article
Abstract: In this empirical paper, the researcher investigated the challenges second-year students face in learning marketing in business education and how the jigsaw approach can improve the learning of marketing. The study is grounded in social constructivism by Lev Vygotsky in 1968, which asserts that student development is socially situated and that knowledge is constructed through interaction. This study employed a qualitative approach, grounded in a constructivist paradigm, and involved 12 students as participants in the research. Semi-structured interviews were conducted to collect participant data, and a thematic approach was used to analyse the data. Participants responded to two questions: What challenges do business education students face in learning marketing, and how can the jigsaw strategy improve the learning of marketing in business education? The study found that the teaching and learning of marketing remains a serious challenge. In light of the findings, the study argues that the teaching and learning of marketing should prioritise jigsaw interventions to reduce the likelihood of student underperformance in marketing. Using a jigsaw classroom as a cooperative learning technique can improve students’ teaching and learning efficiency and enhance their academic performance. State the contribution of this study to scholarship. Keywords: Jigsaw strategy, Marketing, Business education, problem-solving skills
Author: Lesang Grace Mogashoa
Institution: Central University of Technology
Language: English
Subfield: Developmental and Educational Psychology
Field: Psychology
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W4414651925