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Upgrading to Web 2.0

An Experiential Project to Build a Marketing Wiki

Western Connecticut State University, Danbury

Wikis are one of the newest features of Web 2.0. This article describes the implementation of a project in a marketing course in which students created an interactive textbook using wiki software. Several surprises encountered along the way are described, and the unique problem of grading individual contributions to a wiki is discussed. The author concludes that the wiki work improved the collaboration skills of students, but effects on learning could not be assessed. Strategies are provided that other instructors interested in using a wiki in the classroom can use to make the experience fulfilling for both instructor and students. The article ends with a call for the development of better grading methods and for assessment of the impact of wikis on learning.

Key Words: wiki • Web 2.0 • experiential learning • interactive marketing • collaboration

This version was published on April 1, 2009

Journal of Marketing Education, Vol. 31, No. 1, 66-75 (2009)
DOI: 10.1177/0273475308329250


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