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A Preliminary Review of Online Role-plays as a Tool for Experiential Learning in Marketing Education PROCEEDINGS

, The University of Sydney, Australia

E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education, in Las Vegas, Nevada, USA ISBN 978-1-880094-66-2 Publisher: Association for the Advancement of Computing in Education (AACE), Chesapeake, VA

Abstract

Compared to marketing practitioners, marketing educators often lag in the adoption of e-learning technology. This paper explores the use of online role-plays to present learners with enhanced opportunities for interactive and experimental learning through active and immersive learning (Feinstein, Mann and Corsun 2002) to evoke higher order cognitive abilities in areas such as problem solving and judgement (Feinstein 2001). Student feedback suggests that adding online role-plays to the traditional lecture-tutorial model enables students to experientially apply theoretical applications to enhance learning. Possible future directions for role-plays in marketing communications are then discussed.

Citation

Miller, R. (2008). A Preliminary Review of Online Role-plays as a Tool for Experiential Learning in Marketing Education. In C. Bonk, M. Lee & T. Reynolds (Eds.), Proceedings of E-Learn 2008--World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education (pp. 144-149). Las Vegas, Nevada, USA: Association for the Advancement of Computing in Education (AACE). Retrieved September 19, 2017 from .