Flipped classroom and experiential learning for international marketing courses

Soyoung Joo

Chapter 9 in Flipping the Classroom with Experiential and Community-Engaged Learning in Business, 2025, pp 139-155 from Edward Elgar Publishing

Abstract: A flipped classroom (FC) with experiential learning (EL) (FC–EL) is a topic of increasing interest in business education. However, there is a lack of FC–EL literature in marketing. This chapter aims to showcase the author's pedagogical experiences with an FC–EL and show its effectiveness on students in an international marketing course. Using student course evaluations over six years, results indicate that a positive student learning experience and satisfaction – measured by challenge, help, respectful atmosphere, clarity, and useful feedback – are associated with increased student engagement in an FC–EL. This chapter also proposes that instructor authenticity – reflected in clarity, helpful feedback, availability, and enthusiasm – is essential for the effective implementation of an FC–EL. The FC model should not be considered a solution for all students without considering other factors, such as the quality of an FC–EL, student learning styles, and course objectives. Implications and recommendations for instructors are proposed.

Keywords: Flipped classroom; Experiential learning; Active learning; Marketing; Business; Authenticity (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035321612
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