The Marketing WebQuest: An Internet Based Experiential Learning Tool

Abstract

The Marketing WebQuest is an innovative teaching tool, which clearly demonstrates the impact of technology on experiential learning techniques. More specifically, the WebQuest provides a unique opportunity to blend the pedagogical advantages of experiential learning, with the practical benefits of Internet-based information and problem solving skills. The paper presents detailed guidelines for developing and managing Marketing WebQuest projects for all levels of marketing curriculum. In addition, a summary of student reactions to the use of this tool in introductory marketing classes provides perspective on the role served by such a tool in current marketing education.