The Google Online Marketing Challenge: A Transnational Comparison of Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns
Contribuinte(s) |
Tripathi, Purnendu Mukerji, Siran |
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Data(s) |
2011
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Resumo |
In 2008, a collaborative partnership between Google and academia launched the Google Online Marketing Challenge (hereinafter Google Challenge), perhaps the world’s largest in-class competition for higher education students. In just two years, almost 20,000 students from 58 countries participated in the Google Challenge. The Challenge gives undergraduate and graduate students hands-on experience with the world’s fastest growing advertising mechanism, search engine advertising. Funded by Google, students develop an advertising campaign for a small to medium sized enterprise and manage the campaign over three consecutive weeks using the Google AdWords platform. This article explores the Challenge as an innovative pedagogical tool for marketing educators. Based on the experiences of three instructors in Australia, Canada and the United States, this case study discusses the opportunities and challenges of integrating this dynamic problem-based learning approach into the classroom. |
Formato |
application/pdf |
Identificador | |
Publicador |
Business Science Reference |
Relação |
http://eprints.qut.edu.au/91325/2/91325a.pdf DOI:10.4018/978-1-60960-599-5.ch003 Tuzovic, Sven, Wetsch, Lyle, & Murphy, Jamie (2011) The Google Online Marketing Challenge: A Transnational Comparison of Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns. In Tripathi, Purnendu & Mukerji, Siran (Eds.) Cases on Innovations in Educational Marketing: Transnational and Technological Strategies. Business Science Reference, Hershey, PA, pp. 46-65. |
Direitos |
Copyright 2011 by IGI Global |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Tipo |
Book Chapter |