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

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Miller, R. (2008). A Preliminary Review of Online Role-plays as a Tool for Experiential Learning in Marketing Education. In C. Bonk et al. (Eds.), Proceedings of World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education 2008 (pp. 144-149). Chesapeake, VA: AACE.
Retrieved from http://www.editlib.org/p/29594.

Conference Information

World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education (ELEARN) 2008
Las Vegas, Nevada, USA
November 17, 2008
  Curtis J. Bonk, Mimi Miyoung Lee & Tom Reynolds
AACE

More Information on ELEARN
Table of Contents

Author

Rohan Miller, The University of Sydney, Australia

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.

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