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Journal of Marketing Education
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Article

The Google Online Marketing Challenge and Research Opportunities

Larry Neale, Horst Treiblmaier, Vani Henderson, Lee Hunter, Karen Hudson, and Jamie Murphy*

* To whom correspondence should be addressed. E-mail: jmurphy{at}biz.uwa.edu.au.


  Abstract
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.

First published on January 9, 2009, doi:10.1177/0273475308329534

Journal of Marketing Education 2009;31:76.

A more recent version of this article appeared on April 1, 2009

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