The Google online marketing challenge and research opportunities

Neale, Larry, Treiblmaier, Horst, Hernderson, Vani, Hunter, Lee, Hudson, Karen, & Murphy, Jamie (2009) The Google online marketing challenge and research opportunities. Journal of Marketing Education, 31(1), pp. 76-85.

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The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google’s flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three—students, businesses, and professors—main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge.

Impact and interest:

6 citations in Scopus
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ID Code: 27990
Item Type: Journal Article
Refereed: Yes
Keywords: Google, Experiential Learning, Marketing Education, Online Contest, Online Marketing, HERN
DOI: 10.1177/0273475308329534
ISSN: 0273-4753
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Sage Publications
Deposited On: 15 Oct 2009 04:26
Last Modified: 14 Aug 2012 15:22

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