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Designing an Effective Mobile Learning Experience in a Marketing Research Course: Strategies and Applications


This article highlights the experience of using mobile devices to facilitate and enhance the learning experience of students. Students in a Marketing Research course used their mobile devices to complete a research assignment. Specifically, students used their cellphones, tablets, and laptops to create and deploy online surveys, to gather data, and to formalise results. The experience had a number of positive outcomes. In addition to capturing students’ attention, the use of mobile devices facilitated active learning, sustainability, and student engagement.