Using Technology to Increase Student Preparation for and Participation in Marketing Courses: The Random Selector Model

Abstract

Extant research demonstrates how technology can support and augment traditional classroom teaching and improve learning. This paper introduces the Random Selector Model—a random selection technology tool—as a method for marketing educators to increase students’ preparation for and participation in class discussion. The Random Selector Model enables the instructor to select individual students or teams of students to participate in class discussion. Because the method is random, students view this approach as an interesting probability problem that motivates them to prepare in anticipation of being selected. Applications of the technology for the undergraduate marketing principles course and the MBA marketing management course are delineated. Students’ reactions to the method and technology are noted.