At a time when emerging technologies increasingly transform the workplace and society overall, management educators seem reluctant to fully embrace emerging transformative technologies in their teaching. In this conceptual essay, we argue that this reluctance stems from paradoxical tensions of identity of management educators and students. The…

Simulation-based teaching provides opportunities to simulate the scenarios/situations by integrating different technology into educational practice to make it look like a real situation. The use of a simulation approach has been widely used in health, engineering, nursing, architecture, medicine, aviation, and marine courses, ironically,…

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…

Digital technologies are becoming more embedded and prevalent in everyday life. One leading technology, Virtual Reality (VR), is well-positioned to extend its impact past the gaming industry and move deeper into education, particularly in university settings. Embracing digital technologies is essential in keeping marketing education relevant.…

Innovative learning techniques are needed, to match the expectations of the current audience to improve business ethics education for the twenty-first century. One of the innovative technologies which is believed to have a big effect on a bachelor's degree is augmented reality (AR). Incorporating AR into the modern education system is expected to…

The evolving Metaverse in Higher Education (HE) in Mexico can enrich pedagogy, facilitate skills development, and improve students' learning experience. This research aimed to identify the factors guiding the adoption of the Metaverse in a Business School in Mexico. A survey analysis was conducted to gauge insights from stakeholders on the…

The main focus of this study is to explore the use of Spherical Video-based Immersive Virtual Reality (SV-IVR) in investigating learners' fluency and vocabulary acquisition among sophomores in English as a Foreign Language (EFL) classrooms in higher education in Indonesia. Data were collected through 360-degree panoramic Virtual Reality (VR)…

Virtual reality (VR) technology has been shown to be a promising teaching method in STEM subjects. Extending these findings, the current study is the first to develop and examine the feasibility of using a VR simulation in marketing (i.e., a non-STEM subject). Specifically, the levels of immersion and three learning outcomes (learning attitude,…

Simulation-based learning environments have been proposed by researchers, as educational tools to support learning in complex business systems. However, studies have evidenced that subjects may nevertheless have great difficulty understanding and managing dynamic systems. Previous research has revealed positive learning and performance effects of…

This paper explores the course design and implementation of a first-year discovery seminar on "Living in the Metaverse" offered at a business university. Integrated with standardized college-readiness topics, the course combines hands-on activities with collaborative assignments and class discussions to present a multidisciplinary…

The purpose of this study is to determine whether the information and communication technology (ICT) adoption profiles of accounting students at a South African university influenced their perceptions of the usefulness of a technologically enhanced learning (TEL) opportunity. The findings suggest that the South African accounting students' ICT…

Recent developments in virtual reality (VR) technologies offer new opportunities for teaching management courses. The objective of this article is to present one way to use VR to teach operations management. In partnership with a global manufacturer, we integrate virtual environments of the manufacturers' real factories in a course assignment. The…

The value of enterprise resource planning (ERP) systems to business organizations has long been recognized with their use being integrated into educational business curricula and training. ERPsim games incorporate live business simulations that enable students to learn about ERP concepts firsthand by working in teams and managing their own…

This article performs an exploratory study of the potential of flow theory and FLIGBY game to contribute to develop entrepreneurship competencies among higher education students. For this purpose, this study considers the use of a focus group consisting of eight students enrolled in the entrepreneurship course in a higher educational institution…

The Department of Computing at East Tennessee State University provides students exposure to the enterprise application SAP as a part of the Information Systems curriculum. Over the past two years, the use of SAP has expanded beyond the Department of Computing into the Management Information Systems course offered by the Department of Management…