Students’ perception of the flipped classroom : teaching consumer behavior and market research classes in two swiss universities

Dubosson, Magali (School of Management Fribourg, HES-SO // University of Applied Sciences Western Switzerland) ; Emad, Sabine (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

Marketing instructors have traditionally sought to use experiential and active learning methods in their teaching. The flipped classroom is a learner-centered innovative pedagogical approach that moves the delivery of class material outside the classroom to focus on collaborative activities during class sessions. This qualitative exploratory research aims at understanding how students perceive their experi ence and the outcome of flipped classroom marketing courses in two Swiss universities. The analysis shows mixed results depending on the student population involved, as well as on the format of the preparatory material provided.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
HEG-FR
HEG - Genève
Classification:
Economie/gestion
Adresse bibliogr.:
San Diego, USA, 5-8 April 2017
Date:
San Diego, USA
5-8 April 2017
2017
Pagination:
13 p.
Publié dans
Proceedings of the Conference Marketing Educators 2017
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 Notice créée le 2017-06-09, modifiée le 2018-12-07

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