New Horizons in Distance Education: The Online Learner-Centered Marketing Class

Abstract

The teaching environment is undergoing a major shift as more and more marketing programs are offering classes either partially (Web enabled) or totally (Web exclusive) online. This shift is due to rising costs in education, enrollment management issues, and an evolution in the use of distance learning. This article first describes this evolution in distance learning and the progress into online classes. Next, based on their online marketing class experiences, the authors offer guidelines for other marketing faculty preparing to teach online. The focus is how marketing educators can use the online technology to provide a better learning experience for their students. Concerns marketing instructors may have with teaching online courses are discussed.

Bringing academics on board: Encouraging institution-wide diffusion of e-learning environments

“…A lack of institutional and administrative support including top management commitment also impedes the adoption and integration of educational technology (Benson & Palaskas, 2006;Betts, 1998;Surry, Ensminger & Haab, 2005). The literature stresses a lack of systems reliability, technological problems and malfunctions including slow download times and bandwidth issues are frustrating for both academics and students (Eastman & Swift, 2001;Smith, 2001). The issue of inadequate infrastructure to support the technology and lack of access to appropriate or adequate hardware and software also impede technology adoption and integration (Capobianco & Lehman, 2004;Jones & Kelley, 2003;Surry, Ensminger & Haab, 2005).…”

Interaction and virtual learning

“…To date, these assessments tend to be directed at evaluating the overall effectiveness of on-line courses and tend to be based on anecdotal evidence or grades obtained by students. As noted by Eastman and Swift (2001), conceptual and empirical research is needed to find ways to enhance the on-line educational experience.…”

“…Even though students are not within the same physical space it is important to build a virtual environment where some interaction can take place. Team projects and group discussions are suggested mechanisms for promoting studentto-student interaction in on-line courses (Eastman and Swift, 2001). While many have…”

Exploring the Interaction Factors Effecting the Student Retention in Online Courses

“…In the online courses, teachers preferred peer learning through group discussions and team projects, which is different from traditional education [18]. Among them, the virtual community played an important role.…”