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An Exploratory Study of Integrating Interactive Technology into the Marketing Curriculum

Bowling Green State University

The purpose of this article is to suggest ways to use interactive technology in the classroom and to examine the educational outcomes of doing so. This technology will be related to teaching marketing courses and the international marketing module within international business courses. It has been used in many diverse types of educational settings and could be integrated into any classroom in any discipline. The use of this technology and the study of its outcomes was conducted at an AACSB-accredited midwestern university with 177 business students, both graduate and undergraduate. The findings of this study indicate that use of this interactive technology in the classroom increases student participation, recall and understanding of the material, team-building skills, and enjoyment of the course and the learning process itself. Suggestions for other courses in the marketing curriculum in which this technology might be used effectively are offered.

Journal of Marketing Education, Vol. 23, No. 1, 63-72 (2001)
DOI: 10.1177/0273475301231008


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