Using Vlogs and Blogs in Graduate International Business Case Studies to Impact Learning Outcomes – A Four-Year Empirical Comparison Study

ABSTRACT This study explores the learning impact of introducing vlogs and blogs to graduate international business case studies. Data were collected over a four-year period from graduate business programs to compare assignment performances from students when case studies were presented with versus without the inclusion of vlogs and blogs. A rubric measuring six criteria was used to evaluate case study submissions and identify areas drawing upon specific learning skills. A crosswalk between the rubric and Bloom’s taxonomy of cognitive levels linked student performance and these skills. Group comparisons of the 535 observations showed the inclusion of vlogs and blogs led to statistically significant improvement in students’ learning outcomes in overall scores, failing rates, and high-score achievements. A performance examination of th3e international business case studies against the six specific grading criteria also showed marked advances in students’ higher-level thinking skills of analysis, evaluation, and synthesis or creation, which have been linked to developing cross-cultural awareness. The study indicates that instructors should thoughtfully curate sets of vlogs and blogs pertaining to products, services, values, cultures, and economic systems from multiple diverse origins to use in administering international business case studies used in their course curricula.