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ERIC Number: EJ918161
Record Type: Journal
Publication Date: 2011-Apr
Pages: 16
Abstractor: As Provided
Reference Count: 120
ISSN: ISSN-0273-4753
Web 2.0 and Marketing Education: Explanations and Experiential Applications
Granitz, Neil; Koernig, Stephen K.
Journal of Marketing Education, v33 n1 p57-72 Apr 2011
Although both experiential learning and Web 2.0 tools focus on creativity, sharing, and collaboration, sparse research has been published integrating a Web 2.0 paradigm with experiential learning in marketing. In this article, Web 2.0 concepts are explained. Web 2.0 is then positioned as a philosophy that can advance experiential learning through greater student construction of pedagogical materials, by bringing more of the outside world into the classroom and by modifying the role of the professor. Next, Web 2.0 principles are applied to create specific class marketing activities. Finally, using technology champions and incentives, strategies to motivate faculty adoption of the Web 2.0 paradigm are presented. (Contains 4 tables and 1 note.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A