Abstract:

This paper explores the impact of integrating interactive activities into a Marketing course on student learning and academic performance. The research study reported in this paper examines the influence of administering online interactive formative quizzes to assess their effectiveness in enhancing student learning experience and academic achievement to promote interactive teaching in the classroom and online. The results suggest that integrating such interactive activities leads to enhanced student learning resulting in improved academic performance. Furthermore, no significant difference was found in the results across teaching modes whether traditional, in-person or remote online.

The participants in this research study were first-year students enrolled in a 12-week introductory Marketing course at a public university. Online multiple-choice quizzes (MCQz) were used as formative assessment tools, which were created using an online platform available in open access resources. To make the learning experience more interactive, quiz results were displayed after completion and a feedback session was held to improve student understanding. The low-stake formative quizzes were given in two course sections: a traditional in-person section and a remote online section. The quizzes were administered in the first half of the course before the mid-term exam (treatment condition) but not in the second half before the final exam (control condition). A mixed 2 X 2 repeated measures ANOVA was used to compare student exam grades within and across the two sections.

The results of this study demonstrate that using an interactive format of online MCQz improves students’ performance on summative assessments in a marketing course. Additionally, the findings suggest that this effect is consistent across various modes of instruction, including traditional, in-person and remote online learning. Previous research in related fields lays the groundwork for understanding the potential benefits and challenges of integrating interactive elements into marketing courses. However, further research is necessary to explore the different formats in which formative assessment techniques are utilized. The experiment in this paper adopts a format in which online MCQz are used as a formative learning tool to enhance student engagement.

This research adds to the current discourse on effective teaching methods within the context of marketing education. The findings aim to provide educators with evidence-based insights into the benefits of incorporating interactive activities such as administering formative quizzes into their courses, ultimately enhancing the overall quality of education and preparing students for the demands of the contemporary business environment.

Keywords:

Marketing education, interactive activities, formative quizzes, student learning, academic performance, digital teaching technology.