Quotation Simon, Bernd, Haghirian, Parissa, Schlegelmilch, Bodo B.. 2003. Enriching Global Marketing Education with Virtual Classrooms: An Effectiveness Study. Marketing Education Review 12 (3): 27-39.




Global marketing education is embedded in an increasingly global high-tech business environment. Business practices and marketing education are strongly influenced by these developments. New technologies are successfully implemented in university curricula to improve the effectiveness of teaching and the cooperation between universities in management teaching. This paper deals with the usage and effectiveness of virtual classrooms in the global marketing curriculum and empirically investigates the antecedents of successful teaching in such an environment. The investigation is based on case teaching endeavors connecting up to three university classrooms in various countries. All together, some 90 students participated in the joint teaching sessions. The study presented was conducted in four countries (China, France, Spain and Austria) over a one-year period. The results of the research indicates that instructor empathy and classroom interaction have the highest impact on teaching effectiveness in the virtual classroom.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Marketing Education Review
Language English
Title Enriching Global Marketing Education with Virtual Classrooms: An Effectiveness Study
Volume 12
Number 3
Year 2003
Page from 27
Page to 39
URL http://parissahaghirian.com/website/wp-content/uploads/2008/11/marketing-education-review_simon_haghirian_schlegelmilch.pdf


UNIVERSAL Exchange for Pan-European Higher Education
Simon, Bernd (Details)
Haghirian, Parissa (Former researcher)
Schlegelmilch, Bodo B. (Details)
Institute for International Marketing Management IN (Details)
Institute for Information Systems and New Media IN (Details)
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