Technology enhanced learning for marketing students
University of Adelaide
School of Business and Law
Marketing textbooks have long been the foundation of marketing courses; however, in recent years student up-take of textbooks has decreased. At the same time there has been an increase in online material and self-published e-books. Consequently, marketing lecturers are faced with a dilemma - to be content facilitators – deploy secondary teaching materials, or, content creators – design, develop, and deploy primary teaching material. This paper provides insight on a 2-year experiment, where an online marketing textbook and complementary online materials were made available at no charge to on-campus and off-campus students via a custom and mobile enabled website. Initially, an overview of the traditional and digital textbook debate is presented, next the research aims are outlined, then the methodology for collecting student feedback is discussed, the results are then reported, and finally the implications and a brief overview of future research directions are provided.