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 experience 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.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG-FR
HEG - Genève
Institute:
Institut Innovation publique et gestion durable
CRAG - Centre de Recherche Appliquée en Gestion
Subject(s):
Economie/gestion
Publisher:
San Diego, California, 6th - 8th April 2017
Date:
San Diego, California
6th - 8th April 2017
2017
Pagination:
5 p.
Published in
Proceedings of th 41st Annual Marketing Educators’ Association Conference 2017
External resources:
Appears in Collection:



 Record created 2017-08-28, last modified 2019-04-11

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