Using second life to teach about marketing in second life

Halvorson, Wade, Ewing, Mike and Windisch, Lydia 2011, Using second life to teach about marketing in second life, Journal of Marketing Education, vol. 33, no. 2, pp. 217-228, doi: 10.1177/0273475311410854.

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Title Using second life to teach about marketing in second life
Author(s) Halvorson, Wade
Ewing, MikeORCID iD for Ewing, Mike
Windisch, Lydia
Journal name Journal of Marketing Education
Volume number 33
Issue number 2
Start page 217
End page 228
Total pages 12
Publisher Sage Publications
Place of publication London, England
Publication date 2011
ISSN 0273-4753
Keyword(s) Virtual world
Second Life
Computer gaming
Virtual reality
Case study
Summary There are compelling reasons for educators to consider incorporating virtual worlds (VWs) in their marketing curriculum. That said, the ways in which VWs can be implemented into the teaching curriculum are many and varied. This article reports on two studies in which notionally similar graduate classes are taught about marketing in Second Life (SL). The degree of student and instructor immersion is intentionally varied: One class is taught entirely in SL, by a technically expert instructor, while novice/intermediate instructors teach the second class in an interactive tutorial setting. Taken together, these studies offer marketing educators insights into developing “full” and “lite” approaches to teaching in SL, thereby lowering the barrier to uptake of the technology by catering to a broader spectrum of both instructor and student competencies, interests, and abilities.
Language eng
DOI 10.1177/0273475311410854
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2011, Sage Publications
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Document type: Journal Article
Collection: School of Management and Marketing
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