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Direct linkBauer, Steven; Fischbach, Sarah; Labban, Alice; Fleck, Emilie M.; Speth, Anna Mauldin – Marketing Education Review, 2022
This article presents a new approach to bring virtual reality into the marketing classroom. Our study adds to the literature by testing two different types of virtual reality content and showing the importance of content in producing desired educational outcomes. We also extend past research by suggesting specific processes and resources for…
Descriptors: Computer Simulation, Business Administration Education, Marketing, Curriculum Development
