LEARNING STYLE ORIENTATION AMONG MARKETING AND ENTREPRENEURSHIP UNDERGRADUATES WITH SPECIAL REFERENCE TO UNIVERSITY OF RUHUNA, SRI LANKA

Abstract

Recent efforts to improve higher education have focused on improving the learning process in education. Although researchers have recognized the importance of designing tailor made learning programmes to individuals there have being limited attention paid to identify individual?s preferences in learning. The implications for faculties are significant since otherwise those faculties are likely to reach only some of the students in a given course if they assume that all students learn the same way or that one teaching approach will connect with all students. The situation is more evident in Sri Lankan context where there are very few formal studies in this area. Therefore the objective of this research is to find out learning style orientation of Management graduates in order to try to fill the above knowledge gap. In fact learning style orientation is bridging the gap between personality and cognition thus the learning would be more effective as well as enduring. In order to measure learning style orientation research employed Learning Style Orientation Inventory (LSOI). Sample consists of 50 undergraduates belonging to Marketing and Entrepreneurship specialization area. The study was conducted as a survey. It was observed that across all learning styles respondents who are following Entrepreneurship specialization area has recorded higher mean scores. Moreover research accepted the alternative hypothesis which stated that there are significant differences among learning styles when it come to Marketing & Entrepreneurship undergraduates.

Structured learning, Observational learning