Marketing Feud: An Active Learning Game of (Mis)Perception

Abstract

This paper presents the results of implementing an active learning activity in the principles of marketing course adapted from the television show Family Feud. The objectives of the Marketing Feud game include increasing awareness of marketing misperceptions, clarifying marketing misunderstandings, encouraging class participation, and building enthusiasm for the course. The results indicated that students were satisfied with how the activity met its stated objectives. Student learning also increased as demonstrated by more accurate perspectives on marketing concepts that were previously misunderstood.