ENGAGING ONLINE STUDENTS: USING A MULTISENSORY EXERCISE FOR DEEPER, ACTIVE LEARNING. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Purinton, Elizabeth F.; Burke, Megan M.
• Is Part Of: Marketing education review. Volume 30:Issue 1(2020)
• Page Start: 29
• Page End: 42
• Publication Date: 2020-01-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2019.1677478
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : With asynchronous scheduling and the semi-anonymous nature of online courses, engaging students can be challenging. The authors created an innovative MBA class assignment designed to teach brand management while engaging students in the topic, the class, and with each other. Students were provided with a food product from a well-established brand and were tasked with creating viral videos to promote the product while making the brand relevant today. Surveys and exams reveal the exercise increased student engagement, effort, and relevancy, motivating them to do well in the course, to participate, and interact more. Contributions, challenges, and alternative assignments are discussed.