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- Title
Using Gaming Applications to Teach the Four Ps of Marketing.
- Authors
Tacka, Renee C.
- Abstract
Learning how to apply and use the marketing mix - or the four Ps - is foundational to a Principles of Marketing business course. Traditional learning methods rely on reading, memorization, and the classification of activities into the appropriate "bucket" - product, price, promotion, or place. Modern teaching methods should expand beyond traditional means by incorporating technology into the learning process. Research has shown that the use of technology not only increases the level of excitement to learn, but also the level of engagement at which students participate in learning. The purpose of this paper is to describe an active learning activity that was introduced to a group of 34 students enrolled in a hybrid, 100-level marketing course in spring 2021. Overall, aggregate feedback from the marketing mix activity indicated that students enjoyed the learning experience and found it to be a welcome change from standard assignments. Not only did student comments show congruence with the learning objectives, but also the average grades for the marketing mix activity ranged from 3% to 10% higher than the quiz averages, further supporting research that experiential learning improves student performance.
- Subjects
MARKETING; BUSINESS education; EXPERIENTIAL learning; LEARNING; ACTIVE learning; MARKETING mix; EDUCATIONAL tests &; measurements
- Publication
Business Education Innovation Journal, 2023, Vol 15, Issue 1, p82
- ISSN
1945-0915
- Publication type
Article