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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

iPad and Web 2.0 Pedagogic Innovations In Marketing: Utilization of

Entrepreneurial Skills

Author(s): Catherine Giunta

Citation: Catherine Giunta, (2012) "iPad and Web 2.0 Pedagogic Innovations In Marketing: Utilization of Entrepreneurial Skills," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 107 - 114

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This paper describes the implementation of iPad technology in an undergraduate marketing course. The

impact upon entrepreneurial skill development, student effective use of the course’s textbook, and

improved course performance support the use of this technological innovation. This pedagogical

approach requires students to implement entrepreneurial skills as they experience marketing projects.

The university, which houses this endeavor, includes entrepreneurial skills as a component of their liberal

arts core education, and has been recognized three times by Entrepreneur magazine as one of the

nation’s Top 100 Entrepreneurial Universities. Challenges exist including realization that this technology

and research are in preliminary stages.