![[PDF]](/pb-assets/Icons/adobe-pdf-icon-1498649896243.png){kind=icon}
Abstract
The design of a course has potential to help marketing students achieve their learning objectives. Marketing courses are increasingly turning to technology to facilitate teaching and learning, and pedagogical tools such as Blackboard, WebCT, and e-Learning Commons are essential to the design of a course. Here, the authors investigate the research discussing the sources of satisfaction in web design and apply these concepts to website platforms used in traditional classes. The purpose of the study is to enhance student learning by identifying fundamental principles to be used when designing website platforms. Our study includes in-depth interviews with graduate and undergraduate students. Among both student groups, our analysis reveals five fundamental pedagogical principles for enhancing student learning through the use of technology: (a) student-to-student connectivity, (b) instructor-to-student interactivity, (c) goal efficiency, (d) quality content, and (e) student appeal. The authors discuss the importance of the presence of the five pedagogical principles and offer useful implications for marketing faculty and suggestions for future research.
References
Section:
|
Abdous, M., Yen, C.-J. (2010). A predictive study of learner satisfaction and outcomes in face-to-face, satellite broadcast, and live video-streaming learning environments. Internet and Higher Education, 13, 248-257. Google Scholar | Crossref | |
|
Aladwani, A. M., Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39, 467-476. Google Scholar | Crossref | ISI | |
|
Allred, C. R., Swenson, M. J. (2006). Using technology to increase student preparation for and participation in marketing courses: The random selector model. Marketing Education Review, 16(1), 15-21. Google Scholar | Crossref | |
|
Appleton-Knapp, S. L., Krentler, K. A. (2006). Measuring student expectations and their effects on satisfaction: The importance of managing student expectations. Journal of Marketing Education, 28, 254-264. Google Scholar | SAGE Journals | |
|
Arbaugh, J. B., Duray, R. (2002). Technological and structural characteristics, student learning and satisfaction with web-based courses: An exploratory study of two on-line MBA programs. Management Learning, 33, 331-347. Google Scholar | SAGE Journals | |
|
Arnould, E. J., Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20, 24-45. Google Scholar | Crossref | ISI | |
|
Barnes, S. I., Vidgen, R. (2001). An evaluation of cyber-bookshops: The WebQual method. International Journal of Electronic Commerce, 6(1), 11-30. Google Scholar | |
|
Bart, Y., Shankar, V., Sultan, F., Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152. Google Scholar | SAGE Journals | ISI | |
|
Bharadwaj, S., Futrell, C. M., Kantak, D. M. (1993). Using student evaluations to improve learning. Marketing Education Review, 3(2), 16-21. Google Scholar | Crossref | |
|
Biner, P. M., Dean, S., Mellinger, A. (1994). Factors underlying distance learner satisfaction with televised college-level courses. American Journal of Distance Education, 8(1), 60-71. Google Scholar | Crossref | |
|
Bitner, M. J., Booms, B. H., Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84. Google Scholar | SAGE Journals | ISI | |
|
Bitner, M. J., Brown, S. W., Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28, 138-149. Google Scholar | SAGE Journals | |
|
Celsi, R. L., Wolfinbarger, M. (2002). Discontinuous classroom innovation: Waves of change for marketing education. Journal of Marketing Education, 24, 64-72. Google Scholar | SAGE Journals | |
|
Chang, S.-H. H., Smith, R. A. (2008). Effectiveness of personal interaction in a learner-centered paradigm distance education class based on student satisfaction. Journal of Research on Technology in Education, 40, 407-426. Google Scholar | Crossref | |
|
Chen, J., Dibb, S. (2010). Consumer trust in the online retail context: Exploring the antecedents and consequences. Psychology & Marketing, 27, 323-346. Google Scholar | Crossref | ISI | |
|
Childers, T. L., Carr, C. L., Peck, J., Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535. Google Scholar | Crossref | ISI | |
|
Conant, J. S., Brown, J. J., Mokwa, M. P. (1985). Students are important consumers: Assessing satisfaction in a higher education context. Journal of Marketing Education, 7, 13-20. Google Scholar | SAGE Journals | |
|
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319-340. Google Scholar | Crossref | ISI | |
|
El-Khatib, K., Korba, L., Xu, Y., Yee, G. (2003). Privacy and security in e-learning. International Journal of Distance Education Technologies, 1(4), 1-19. Google Scholar | Crossref | |
|
Eroglu, S. A., Machleit, K. A., Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20, 139-150. Google Scholar | Crossref | |
|
Evanschitzky, H., Iyer, G. R., Hessea, J., Ahlerta, D. (2004). E-satisfaction: A re-examination. Journal of Retailing, 80, 239-247. Google Scholar | Crossref | |
|
Gefen, D., Karahanna, E., Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27, 51-90. Google Scholar | Crossref | ISI | |
|
Goodwin, N. C. (1987). Functionality and usability. Communications of the ACM, 30, 229-233. Google Scholar | Crossref | |
|
Granitz, N., Greene, C. S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25, 16-30. Google Scholar | SAGE Journals | |
|
Granitz, N., Hugstad, P. (2004). Creating and diffusing a technology champion course. Journal of Marketing Education, 26, 208-225. Google Scholar | SAGE Journals | |
|
Gunawardena, C. N., Linder-VanBerschot, J. A., LaPointe, D. K., Rao, L. (2010). Predictors of learner satisfaction and transfer of learning in a corporate online education program. American Journal of Distance Education, 24, 207-226. Google Scholar | Crossref | |
|
Hudson, L. A., Ozanne, J. L. (1988). Alternative ways of seeking knowledge in consumer research. Journal of Consumer Research, 14, 508-521. Google Scholar | Crossref | ISI | |
|
Huizingh, E. K. R. E. (2000). The content and design of web sites: An empirical study. Information & Management, 37, 123-134. Google Scholar | Crossref | ISI | |
|
Jae, H., Cowling, J. F. (2008). The use of bar code technology in grading to improve student anonymity and reduce identity-based bias. Marketing Education Review, 18(1), 65-70. Google Scholar | Crossref | |
|
Kaplan, M. D., Piskin, B., Bol, B. (2010). Educational blogging: Integrating technology into marketing experience. Journal of Marketing Education, 32, 50-63. Google Scholar | SAGE Journals | |
|
Kim, J., Lee, J., Han, K., Lee, M. (2002). Businesses as buildings: Metrics for the architectural quality of Internet businesses. Information Systems Research, 13, 239-254. Google Scholar | Crossref | |
|
Koernig, S. K. (2003). E-Scapes: The electronic physical environment and service tangibility. Psychology & Marketing, 20, 151-167. Google Scholar | Crossref | |
|
Lee, J.-W. (2010). Online support service quality, online learning acceptance, and student satisfaction. Internet and Higher Education, 13, 277-283. Google Scholar | Crossref | |
|
Lin, C.-P., Chiu, C. K., Joe, S.-W., Tsai, Y.-H. (2010). Assessing online learning ability from a social exchange perspective: A survey of virtual teams within business organizations. International Journal of Human-Computer Interaction, 26, 849-867. Google Scholar | Crossref | ISI | |
|
Liu, C., Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information & Management, 38, 23-33. Google Scholar | Crossref | ISI | |
|
Lynch, P. D., Kent, R. J., Srinivasan, S. S. (2001). The global internet shopper: Evidence from shopping tasks in twelve countries. Journal of Advertising Research, 41(3), 15-23. Google Scholar | Crossref | ISI | |
|
Maki, R. H., Maki, W. S. (2003). Prediction of learning and satisfaction in web-based and lecture courses. Journal of Educational Computing Research, 28, 197-219. Google Scholar | SAGE Journals | |
|
Mathwick, C., Malhotra, N., Rigdon, E. (2001). Editorial: Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, 11-12. Google Scholar | Crossref | |
|
McCollough, M. A., Gremler, D. D. (1999). Guaranteeing student satisfaction: An exercise in treating students as customers. Journal of Marketing Education, 21, 118-130. Google Scholar | SAGE Journals | |
|
McKinney, V., Yoon, K., Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13, 296-315. Google Scholar | Crossref | ISI | |
|
McKnight, D. H., Cummings, L. L., Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23, 473-490. Google Scholar | Crossref | ISI | |
|
Mendelsohn, H. (1966). Mass entertainment. New Haven, CT: Yale University Press. Google Scholar | |
|
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64. Google Scholar | SAGE Journals | ISI | |
|
Neill, S., Etheridge, R. (2008). Flexible learning spaces: The integration of pedagogy, physical design, and instructional technology. Marketing Education Review, 18(1), 47-53. Google Scholar | Crossref | |
|
Nielsen, J. (1993). Usability engineering. New York, NY: Morgan Kaufmann. Google Scholar | Crossref | |
|
Nielsen, J. (2000). Designing web usability: The practice of simplicity. Berkeley, CA: New Riders. Google Scholar | |
|
Nielsen, J., Tahir, M. (2002). Homepage usability. Berkeley, CA: New Riders. Google Scholar | |
|
Neilson, L. C. (2009). The new tools briefing: Teaching new marketing practices and technology to students. Marketing Education Review, 19(1), 43-47. Google Scholar | Crossref | |
|
O’Reilly, N. J., Rahinel, R., Foster, M. K., Patterson, M. (2007). Connecting in megaclasses: The netnographic advantage. Journal of Marketing Education, 29, 69-84. Google Scholar | SAGE Journals | |
|
Ozok, A. A., Salvendy, G. (2000). Measuring consistency of web page design and its effects on performance and satisfaction. Ergonomics, 43, 443-460. Google Scholar | Crossref | Medline | ISI | |
|
Paechter, M., Maier, B., Macher, D. (2010). Students’ expectations of, and experiences in e-learning: Their relation to learning achievements and course satisfaction. Computers & Education, 54, 222-229. Google Scholar | Crossref | |
|
Palmer, J. W. (2002). Web site usability, design, and performance, metrics. Information Systems Research, 13, 151-167. Google Scholar | Crossref | |
|
Pan, Y., Zinkhan, G. M. (2006). Exploring the impact of online privacy disclosures on consumer trust. Journal of Retailing, 82, 331-338. Google Scholar | Crossref | ISI | |
|
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. Google Scholar | SAGE Journals | ISI | |
|
Pothos, E. M., Chater, N. (2002). A simplicity principle in unsupervised human categorization. Cognitive Science, 26, 303-341. Google Scholar | Crossref | ISI | |
|
Price, L. L., Arnould, E. J., Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(2), 83-97. Google Scholar | SAGE Journals | ISI | |
|
Puto, C. P. (1987). The framing of buying decisions. Journal of Consumer Research, 14, 301-315. Google Scholar | Crossref | ISI | |
|
Ranganathan, C., Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39, 457-465. Google Scholar | Crossref | |
|
Rogers, G., Finley, D., Patterson, M. (2006). Transformation in higher education: A learner–needs segmentation leads to improved learner satisfaction. Teaching in Higher Education, 11, 401-411. Google Scholar | Crossref | |
|
Schlosser, A. E., White, T. B., Lloyd, S. M. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2), 133-148. Google Scholar | SAGE Journals | ISI | |
|
Smith, R. O. (2008). The paradox of trust in online collaborative groups. Distance Education, 29, 325-340. Google Scholar | Crossref | |
|
Song, J. H., Zinkhan, G. M. (2008). Determinants of perceived web site interactivity. Journal of Marketing, 72(2), 99-113. Google Scholar | SAGE Journals | ISI | |
|
Spiggle, S. (1994). Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21, 491-503. Google Scholar | Crossref | ISI | |
|
Sprague, E. W., Dahl, D. W. (2010). Learning to click: An evaluation of the personal response system clicker technology in introductory marketing courses. Journal of Marketing Education, 32, 93-103. Google Scholar | SAGE Journals | |
|
Srinivasan, S. S., Anderson, R., Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50. Google Scholar | Crossref | ISI | |
|
Strauss, J., Hill, D. J. (2007). Student use and perceptions of web-based instructional tools: Laggards in traditional classrooms. Marketing Education Review, 17(3), 65-79. Google Scholar | Crossref | |
|
Swanson, S. R., Davis, J. C. (2000). A view from the aisle: Classroom successes, failures and recovery strategies. Marketing Education Review, 10(2), 17-25. Google Scholar | Crossref | |
|
Szymanski, D. M., Hise, R. T. (2000). e-Satisfaction: An initial examination. Journal of Retailing, 76, 309-322. Google Scholar | Crossref | ISI | |
|
Tanaka, T., Eberts, R. E., Salvendy, G. (1991). Consistency of human computer interface design: Quantification and validation. Human Factors, 33, 653-676. Google Scholar | SAGE Journals | |
|
Teo, H.-H., Oh, L.-B., Liu, C., Wei, K.-K. (2003). An empirical study of the effects of interactivity on web user attitude. International Journal of Human-Computer Studies, 58, 281-302. Google Scholar | Crossref | ISI | |
|
Thomke, S., von Hippel, E. (2002, April 1). Customers as innovators: A new way to create value. Harvard Business Review, 80(4), 74-81. Google Scholar | Medline | ISI | |
|
Vilnai-Yavetz, I., Rafaeli, A. (2006). Aesthetics and professionalism of virtual servicescapes. Journal of Service Research, 8, 245-259. Google Scholar | SAGE Journals | |
|
Wolfinbarger, M., Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79, 183-198. Google Scholar | Crossref | ISI | |
|
Young, M., Klemz, B., Murphy, W. (2003). Enhancing Learning Outcomes: The Effects of Instructional Technology, Learning Styles, Instructional Methods, and Student Behavior. Journal of Marketing Education, 25(2), 130-142. Google Scholar | SAGE Journals | |
|
Zahay, D., Fredricks, E. (2009). Podcasting to improve delivery of a project-based internet marketing course. Marketing Education Review, 19(1), 57-63. Google Scholar | Crossref |
