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Journal of Marketing Education
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The Google Online Marketing Challenge and Research Opportunities

Larry Neale

Queensland University of Technology, Brisbane, Australia

Horst Treiblmaier

Kazakhstan Institute of Management, Economics, and Strategic Research, Almaty

Vani Henderson

Google, USA

Lee Hunter

Google, UK

Karen Hudson

Google, Europe

Jamie Murphy

University of Western Australia Business School, Perth

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three—students, businesses, and professors—main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge.

Key Words: Google • experiential learning • marketing education • online contest • online marketing

This version was published on April 1, 2009

Journal of Marketing Education, Vol. 31, No. 1, 76-85 (2009)
DOI: 10.1177/0273475308329534
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