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Article
Publication date: 13 June 2016

Richard C. Leventhal and Andree Swanson

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…

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.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Content available
Article
Publication date: 2 November 2010

Richard C. Leventhal

Abstract

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

Content available
Article
Publication date: 14 September 2012

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 21 September 2010

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 1 November 2011

Richard C. Leventhal

Abstract

Details

Journal of Consumer Marketing, vol. 28 no. 7
Type: Research Article
ISSN: 0736-3761

Content available
Article
Publication date: 22 February 2013

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 20 September 2011

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 19 September 2008

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 17 no. 6
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 20 July 2010

Richard C. Leventhal

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 4
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 2 May 2008

Richard C. Leventhal

Abstract

Details

Journal of Consumer Marketing, vol. 25 no. 3
Type: Research Article
ISSN: 0736-3761

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