Interactivity in an Electronically Delivered Marketing Course

Abstract

In this article, the author delineates determinants of interactivity and means to increase it in an electronically delivered strategic marketing course. Lotus Notes was the platform for course delivery. Results show that within-group student interactivity rates in a “Marketing Forum” database were relatively even. Further, no significant gender differences were found in frequency of interactivity. Though greater involvement by the professor had a positive impact on interactivity, group size had no significant impact. Finally, the author found a significant negative relationship between quantity or frequency of interactivity and an index of the quality of interactivity.