Flipped classrooms reverse traditional lecturing because students learn content before class through readings and prerecorded videos, freeing lectures for hands-on activities and discussion. However, there is a dearth of literature in marketing education addressing flipped classrooms. This article fills this void using grounded theory to develop a…

This paper reports the findings of a one-year research project focused on a series of structured interventions aimed at enhancing task instruction to develop students' understanding of higher assessment practices, and encouraging higher order learning. It describes the nature and iterations of the interventions, made into a large-enrolment online…