The Google Online Marketing Challenge And Research Opportunities  

Oleh:

Neale, Larry ; Treiblmaier, Horst ; Henderson, Vani ; Hunter, Lee ; Hudson, Karen ; Murphy, Jamie

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 31 no. 1 (Apr. 2009), page 76-85.
Topik: Google; experiential learning; marketing education; online contest; online marketing
Fulltext: 76.pdf (306.4KB)

Isi artikel

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google’s flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three—students, businesses, and professors—main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge

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