Technological applications to the marketing classroom

Abstract

Purpose

The purpose of this paper is to identify resources that are available in the online marketing classroom and to further contemplate the applications for marketing managers. The authors explore the rationale for using technology to deliver course material and the positive results that accrue in terms of these efforts.

Design/methodology/approach

An exploratory qualitative research design was used for this study so as to gain broad perspective of technology’s application to the classroom.

Findings

Four types of learners exist: visual learners, auditory learners, 30 read and write learners and kinesthetic learners (Fleming and Mills, 1922a, 1922b). All four types must be addressed in the online learning environment.

Practical implications

Many educators in higher education will use various forms of rudimentary technology in the classroom, but have yet to embrace or understand the full potential of such applications. Online learning uses both synchronous and asynchronous techniques to engage the student so as to improve the individual’s knowledge, skills and abilities.

Originality/value

Technology applications to the marketing classroom have become a necessity for delivering course content to a wide audience of individual learners, both in higher education and in industry as well.

Citation

Leventhal, R.C. and Swanson, A. (2016), "Technological applications to the marketing classroom", Journal of Research in Interactive Marketing, Vol. 10 No. 2, pp. 102-111. https://doi.org/10.1108/JRIM-01-2015-0015