Systemic Challenges to Implementing an Active Learning Strategy in an Introductory Marketing Class

Abstract

Employers have increasingly questioned the gap between theory and practice in marketing education as it has a large effect on graduating students in the employment market. This problem is especially acute in Egypt, where the education system has not emphasized the development of critical thinking ability among students. This study investigates the effectiveness of an active learning approach in teaching introductory marketing to undergraduates. The course was taught at a major public university in Egypt, with an extremely large class size (over 1000). Results showed some encouraging signs and also highlighted some of the systemic challenges to implementation of active learning strategies. We discuss the problems encountered in the classroom and implications for university education in Egypt.

Keywords: Marketing Education, Active Learning, Critical Thinking, Large Classes, Developing Countries, Egypt, Systemic Challenges

JEL Classification: I2