Setting the Stage for Active Learning: An Interactive Marketing Class Activity

Abstract

Student apathy, disconnect, and a lack of understanding regarding marketing principles are challenges faced in the Principles of Marketing course. The first day of class is an ideal time to address these concerns and to foster an environment of active learning throughout the semester. This article introduces an in-class interactive activity that requires involvement of the entire class. The results suggest that implementing The Exchange Game on the first day of class increases the level of student satisfaction regarding class participation, engagement with the instructor and other students, enthusiasm for the course, and knowledge of marketing principles.