Literaturnachweis - Detailanzeige
| Autor/inn/en | Neale, Larry; Treiblmaier, Horst; Henderson, Vani; Hunter, Lee; Hudson, Karen; Murphy, Jamie |
|---|---|
| Titel | The Google Online Marketing Challenge and Research Opportunities |
| Quelle | In: Journal of Marketing Education, 31 (2009) 1, S. 76-85Infoseite zur Zeitschrift
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0273-4753 |
| DOI | 10.1177/0273475308329534 |
| Schlagwörter | Forschungsbericht; Experiential Learning; Marketing; Research Opportunities; Questionnaires; Participant Satisfaction; Hypermedia; Technology Uses in Education; Advertising; Commercial Art; Partnerships in Education; Student Projects; Program Attitudes; Online Systems |
| Abstract | The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three--students, businesses, and professors--main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge. (Contains 2 tables and 3 figures.) (As Provided). |
| Anmerkungen | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com |
| Begutachtung | Peer reviewed |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2017/4/10 |
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