![[PDF]](/pb-assets/Icons/adobe-pdf-icon-1498649896243.png){kind=icon}
Abstract
The five characteristics that influence new product rate of adoption are routinely covered in the Principles of Marketing course. Any particular marketing concept such as relative advantage, compatibility, complexity, divisibility, and communicability may not capture interest or engagement among students who take the course as a graduation requirement. Thus, an active learning activity game was developed to address the lack of participation and understanding. Primary assessment of the activity (n = 300) demonstrated that students found Bidding for Buyers a valuable learning experience by encouraging class participation and student motivation. A confirmatory study (n = 85) also demonstrated that student comprehension of new product characteristics and their influence on rate of adoption using a traditional lecture and Bidding for Buyers was significantly higher compared with just a traditional lecture covering the same material.
Keywords active learning, games, diffusion of innovations, new product
References
Section:
|
Ackerman, D. A., Gross, B. L., Perner, L. (2003). Instructor, student, and employer perceptions on preparing marketing students for changing business landscapes. Journal of Marketing Education, 25, 46-56. Google Scholar | SAGE Journals | |
|
Aggarwal, P., O’Brien, D. L. (2008). Social loafing on group projects: Structural antecedents and effect on student satisfaction. Journal of Marketing Education, 30, 255-264. Google Scholar | SAGE Journals | |
|
Albers-Miller, N., Straughan, R. D., Prenshaw, P. (2001). Exploring innovative teaching among marketing educators: Perceptions of innovative activities and existing reward and support programs. Journal of Marketing Education, 23, 249-259. Google Scholar | SAGE Journals | |
|
Allerd, 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 | |
|
Amato, C. H., Amato, L. H. (2005). Enhancing student team effectiveness: Application of Meyers-Briggs personality assessment in business courses. Journal of Marketing Education, 27, 41-51. Google Scholar | SAGE Journals | |
|
Armstrong, G., Kotler, P. (2011). Marketing: An introduction (10th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Google Scholar | |
|
Arts, J. W. C., Frambach, R. T., Bijmolt, T. H. A. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28, 134-144. Google Scholar | Crossref | ISI | |
|
Bacon, D. (2011). Comparing direct versus indirect measures of the pedagogical effectiveness of team testing. Journal of Marketing Education, 33, 348-358. Google Scholar | SAGE Journals | |
|
Bergstrom, T. C., Miller, J. H. (1997). Experiments with economic principles. New York, NY: McGraw-Hill. Google Scholar | |
|
Bigelow, B. (2002). Transnational capital auction: A game of survival. In Bigelow, B., Peterson, B. (Eds.), Rethinking globalization: Teaching for justice in an unjust world (pp. 108-114). Milwaukee, WI: Rethinking Schools Press. Google Scholar | |
|
Bobot, L. (2010). Teaching sales and negotiation with combining computer-based simulation and case discussions. Marketing Education Review, 20(2), 115-122. Google Scholar | Crossref | |
|
Chandrasekaran, D., Tellis, G. J. (2008). Global takeoff of new products: Culture, wealth, or vanishing differences. Marketing Science, 27, 844-860. Google Scholar | Crossref | ISI | |
|
Chiesa, V., Frattini, F. (2011). Commercializing technological innovation: Learning from failures in high-tech markets. Journal of Product Innovation Management, 28, 437-454. Google Scholar | Crossref | |
|
Chylinski, M. (2010). Cash for comment: Participation money as a mechanism for measurement, reward, and formative feedback in active class participation. Journal of Marketing Education, 32, 25-38. Google Scholar | SAGE Journals | |
|
Clayson, D. E. (2009). Student evaluations of teaching: Are they related to what students learn? Journal of Marketing Education, 31, 16-30. Google Scholar | SAGE Journals | |
|
Clow, K. E., Wachter, M. K. (1996). Teaching methodologies used in basic marketing: An empirical investigation. Journal of Marketing Education, 18, 48-59. Google Scholar | SAGE Journals | |
|
Dallimore, E. J., Hertenstein, J. H., Platt, M. B. (2006). Nonvoluntary class participation in graduate discussion courses: Effects on grading, cold calling. Journal of Management Education, 30, 354-377. Google Scholar | SAGE Journals | |
|
Day, J. M., Kumar, M. (2010). Using SMS text messaging to create individualized and interactive experiences in large classes: A beer game example. Decision Sciences Journal of Innovative Education, 8, 129-136. Google Scholar | Crossref | |
|
Denton, H. G. (1994). Simulating design in the world of industry and commerce: Observations from a series of case studies in the United Kingdom. Journal of Technology Education, 6(1), 16-31. Google Scholar | Crossref | |
|
Dolvin, S. D., Pyles, M. K. (2011). The influence of simulation performance on student interest. Journal of Economics and Economic Education Research, 12(3), 35-48. Google Scholar | |
|
Donnelly, J. H., Ivancevich, J. M. (1974). A methodology for identifying innovator characteristics of new brand purchasers. Journal of Marketing Research, 11, 331-334. Google Scholar | SAGE Journals | ISI | |
|
Drea, J. T., Tripp, C., Stuenkel, D. (2005). As assessment of the effectiveness of an in-class game on marketing students’ perceptions and learning outcomes. Marketing Education Review, 15(1), 25-33. Google Scholar | Crossref | |
|
Du, R. Y., Kamakura, W. A. (2011). Measuring contagion in the diffusion of consumer packaged goods. Journal of Marketing Research, 48, 28-47. Google Scholar | SAGE Journals | |
|
Ducoffe, S. J. S., Tucker, M. (2004). Is the price right? A marketing exercise in setting a selling price. Marketing Education Review, 14(1), 13-19. Google Scholar | Crossref | |
|
Esposto, A. S., Weaver, D. (2011). Continuous team assessment to improve student engagement and active learning. Journal of University Teaching & Learning Practice, 8(1), 1-14. Google Scholar | |
|
Frontezak, N. (1998). A paradigm for the selection, use and development of experiential learning activities in marketing education. Marketing Education Review, 8(3), 35-44. Google Scholar | |
|
Gentry, J. W., Burns, A. C., Fritzsche, D. J. (1993). Administration issues in the use of computer simulation games. Marketing Education Review, 3(1), 26-32. Google Scholar | Crossref | |
|
Geringer, S., Stratemeyer, A. W., Canton, A., Rice, W. (2009). Assessing service-learning outcomes in a Principles of Marketing course: A team vs. individual-based approach. Journal for Advancement of Marketing Education, 14, 1-12. Google Scholar | |
|
Goldenberg, J., Han, S., Lehmann, D. R., Hong, J. W. (2009). The role of hubs in the adoption process. Journal of Marketing, 73(2), 1-13. Google Scholar | SAGE Journals | ISI | |
|
Goldsmith, R., Flynn, L. R. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-56. Google Scholar | Crossref | |
|
Grandzol, D., Wynn, P. (2011). Retention, motivation, and enjoyment: An exploratory evaluation of the effectiveness of hands-on learning. Journal of the Academy of Business Education, 12(2), 137-151. Google Scholar | |
|
Greene, H. (2011). Freshmen marketing: A first-year experience with experiential learning. Marketing Education Review, 21(1), 79-87. Google Scholar | Crossref | |
|
Gremler, D. D., Hoffman, K. D., Keaveney, S. M., Wright, L. K. (2000). Experiential learning exercises in services marketing courses. Journal of Marketing Education, 22, 35-44. Google Scholar | SAGE Journals | |
|
Grimley, M., Green, R., Nilsen, T., Thompson, D., Tomes, R. (2011). Using computer games for instruction: The student experience. Active Learning in Higher Education, 12, 45-56. Google Scholar | SAGE Journals | |
|
Halvorson, W., Ewing, M., Windisch, L. (2011). Using second life to teach about marketing in second life. Journal of Marketing Education, 33, 217-228. Google Scholar | SAGE Journals | |
|
Hamer, L. O. (2000). The additive effects of semistructured classroom activities on student learning: An application of classroom-based experiential learning techniques. Journal of Marketing Education, 22, 25-34. Google Scholar | SAGE Journals | |
|
Hatcher, J. A., Bringle, R. G. (2000). Reflection: Bridging the gap between service and learning. College Teaching, 45, 153-158. Google Scholar | Crossref | |
|
Hernandez, S. A. (2002). Team learning in a marketing principles course: Cooperative structures that facilitate active learning and higher level thinking. Journal of Marketing Education, 24, 73-85. Google Scholar | SAGE Journals | |
|
Ironside, B., Joerding, W., Kuzyk, P. (2004). Double-auction market simulation software for very large classes. Journal of Economic Education, 35, 284-290. Google Scholar | |
|
Karns, G. L. (2006). Learning style differences in the perceived effectiveness of learning activities. Journal of Marketing Education, 28, 56-63. Google Scholar | SAGE Journals | |
|
Kim, S. H., Park, H. J. (2011). Effects of social influence on consumers’ voluntary adoption of innovations prompted by authors. Journal of Business Research, 64, 1190-1194. Google Scholar | Crossref | |
|
Klink, R. R., Athaide, G. A. (2010). Consumer innovativeness and the use of new versus extended brand names for new products. Journal of Product Innovation Management, 27, 23-32. Google Scholar | Crossref | |
|
Lancellotti, M. P., Boyd, T. (2008). The effects of team personality awareness exercises on team satisfaction and performance. Journal of Marketing Education, 30, 244-254. Google Scholar | SAGE Journals | |
|
Laverie, D. A. (2006). In-class active cooperative learning: A way to build knowledge and skills in marketing courses. Marketing Education Review, 16(2), 59-76. Google Scholar | Crossref | |
|
Laverie, D. A., Madhavaram, S., McDonald, R. E. (2008). Developing a learning orientation: The role of team-based active learning. Marketing Education Review, 18(3), 37-51. Google Scholar | Crossref | |
|
Makienko, I. (2009). Learning the basics of classification in the introductory marketing class. Marketing Education Review, 19(1), 23-28. Google Scholar | Crossref | |
|
Martinez, E., Polo, Y., Flavian, C. (1998). The acceptance and diffusion of new consumer durables: Differences between first and last adopter. Journal of Consumer Marketing, 15, 319-342. Google Scholar | Crossref | |
|
Munoz, C., Huser, A. (2008). Experiential and cooperative learning: Using a situational analysis project in principles of marketing. Journal of Education for Business, 83, 214-219. Google Scholar | Crossref | |
|
Paladino, A. (2008). Creating an interactive and responsive teaching environment to inspire learning. Journal of Marketing Education, 30, 185-188. Google Scholar | SAGE Journals | |
|
Parsons, A. L., Lepkowska-White, E. (2009). Group projects using clients versus not using clients. Journal of Marketing Education, 31, 154-159. Google Scholar | SAGE Journals | |
|
Peltier, J. W., Hay, A., Drago, W. (2005). The reflective learning continuum: Reflecting on reflection. Journal of Marketing Education, 27, 250-263. Google Scholar | SAGE Journals | |
|
Rogers, E. M. (1962). Diffusion of innovations. New York, NY: Free Press. Google Scholar | |
|
Rogers, E. M. (1983). Diffusion of innovations (3rd ed.). New York, NY: Free Press. Google Scholar | |
|
Rogers, E. M., Shoemaker, F. F. (1971). Communication of innovation: A cross-cultural approach. New York, NY: Free Press. Google Scholar | |
|
Rundle-Thiele, S. R., Kuhn, D. L. (2008). The get marketer challenge innovation: Challenging students using a tournament style competition. Marketing Education Review, 18(1), 33-37. Google Scholar | Crossref | |
|
Sautter, P. (2007). Designing discussion activities to achieve desired learning outcomes: Choices using mode of delivery and structure. Journal of Marketing Education, 29, 122-131. Google Scholar | SAGE Journals | |
|
Schneider, J., Hall, J. (2011). Why most product launches fail. Harvard Business Review, 89(4), 21-23. Google Scholar | |
|
Schreier, M., Oberhauser, S., Prugl, R. (2007). Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters, 18, 15-30. Google Scholar | Crossref | ISI | |
|
Shanahan, K. J., Hermans, C. M., Haytko, D. L. (2006). Overcoming apathy and disconnect in marketing courses: Employing karaoke jeopardy as a content retention tool. Marketing Education Review, 16(1), 85-90. Google Scholar | Crossref | |
|
Simpson, M. L., Olejnik, S., Tam, A. Y., Supattathum, S. (1994). Elaborate verbal rehearsals and college students’ cognitive performance. Journal of Educational Psychology, 86, 267-278. Google Scholar | Crossref | |
|
Sitzmann, T., Ely, K., Brown, K. G., Bauer, K. N. (2010). Self-assessment of knowledge: A cognitive learning or affective measure? Academy of Management Learning & Education, 9, 169-191. Google Scholar | Crossref | ISI | |
|
Taylor, S. A., Hunter, G. L., Melton, H., Goodwin, S. A. (2011). Student engagement and marketing classes. Journal of Marketing Education, 33, 73-92. Google Scholar | SAGE Journals | |
|
Thompson, D. V., Hamilton, R. W., Rust, R. T. (2005). Feature fatigue: When product capabilities become too much of a good thing. Journal of Marketing Research, 42, 431-442. Google Scholar | SAGE Journals | ISI | |
|
Vander Schee, B. A. (2007a). Setting the stage for active learning: An interactive marketing class activity. Marketing Education Review, 17(1), 63-67. Google Scholar | Crossref | |
|
Vander Schee, B. A. (2007b). Lasting effects of the first day in Principles of Marketing. Journal for Advancement of Marketing Education, 10, 70-76. Google Scholar | |
|
Vander Schee, B. A. (2011). Marketing feud: An active learning game of (mis)perception. Marketing Education Review, 21(1), 63-67. Google Scholar | Crossref | |
|
Wells, D. A. (1991). Laboratory experiments for undergraduate instruction in economics. Journal of Economic Education, 22, 293-300. Google Scholar | Crossref | |
|
Widmier, S., Loe, T., Selden, G. (2007). Using role-play competition to teach selling skills and teamwork. Marketing Education Review, 17(1), 69-78. Google Scholar | Crossref | |
|
Williams, J. A., Dobie, K. (2011). Electronic reverse auctions: Integrating an e-sourcing tool into a sales and purchasing cross-course negotiation project. Marketing Education Review, 21(1), 35-42. Google Scholar | Crossref | |
|
Wooldridge, B. R. (2008). Golden Duck Awards: An interactive game to facilitate class participation. Marketing Education Review, 18(1), 15-17. Google Scholar | Crossref | |
|
Yamarik, S. (2007). Does cooperative learning improve student learning outcomes? Journal of Economic Education, 38, 259-277. Google Scholar | Crossref | |
|
Young, M. R., Caudill, E. M., Murphy, J. W. (2008). Evaluating experiential learning activities. Journal for Advancement of Marketing Education, 13, 28-40. Google Scholar |
