Web 2.0 and Marketing Education: Explanations and Experiential Applications

Web 2.0 is positioned as a philosophy that can advance experiential learning through greater student construction of pedagogical materials, by bringing more of the outside world into the classroom and by modifying the role of the professor.

Abstract

Although both experiential learning and Web 2.0 tools focus on creativity, sharing, and collaboration, sparse research has been published integrating a Web 2.0 paradigm with experiential learning in marketing. In this article, Web 2.0 concepts are explained. Web 2.0 is then positioned as a philosophy that can advance experiential learning through greater student construction of pedagogical materials, by bringing more of the outside world into the classroom and by modifying the role of the professor. Next, Web 2.0 principles are applied to create specific class marketing activities. Finally, using technology champions and incentives, strategies to motivate faculty adoption of the Web 2.0 paradigm are presented.