M. Louise Ripley, MBA, PhD
York University, Toronto
Introductory Marketing Online
Business Classics Award Winner
(I Got Dragged
into Internet
Teaching)
I Take as Given:
• Lifelong Learning Now Necessary
• Quality Courses Require Discussion
• Good Learning: Collaborative/Social
• “Learning is Not a Spectator Sport!”
(Chickering & Gamson 1987)
Zane Berge on Technology
“Technology does not automatically
guarantee increased learning
productivity; …
only if coupled with changes in
pedagogy and implementation.”
Berge (1996)
What I Didn’t Want
The Best Kind of Teaching
The Best Phrase
Students don’t learn when
they’re listening; they
learn when they are
speaking.
(Robin Mason, 2005)
Creating the Units
Web Page
Lecture
Notes
Unit 1 Web Page
- Introduction
LOOK NOW at materials for your
Final Exam Substitute:
Text Appendix I "Comprehensive
Case: Cake Cosmetics Company"
Text Appendix 2 "Sample Marketing
Plan for Cake"
Unit 12 - The Marketing Plan
My Web Pages
Deliver Information
– Mine, Text, and Others’
Use ads for products discussed
Provide links to company
websites
Drive Discussion
The Waving Hand
http://www.atkinson.yorku.ca/~lripley/imUintro.htm
(We now go live to online for
several slides where I explain
the Waving Hand Exercises
and how they encourage
discussion, the importance of
theory and practice)
Highly Labour Intensive
• Website Design and Creation:
Took > 1,500 hours not including
upkeep
• Assignments are Successful:
Students Do Talk & Talk & Talk!
• I Am Online with Them
About 3 x an on- campus course
It takes time but you have to
be there, and it’s fun!
Top 10 Rules to Survive
Teaching an Internet Course
10. Don’t
Ignore the
Advice of
People Who
Went Before
You
Top 10 Rules For Survival
9. Don’t Expect
to Hear
Consistent
Advice
Top 10 Rules For Survival
8. Don’t Leave
Preparation
Until the Last
Minute
Top 10 Rules For Survival
7. Don’t Let the
Course Take
Over Your
Whole Life
Top 10 Rules For Survival
6. Don’t Make
Extra Work
For Yourself
Top 10 Rules For Survival
5. Don’t Create
An Internet
Course Just
Uploading
Current
Course
Materials
Top 10 Rules For Survival
4. Don’t Expect
More From
Online
Students
What Not to Expect from Students
I know it’s not due
for two weeks,
Professor, but I
thought I’d get it in
early just to be
sure.
Top 10 Rules For Survival
3. Don't UnderEstimate the
Power and
Problems of
Technology
Top 10 Rules For Survival
2. Don't Lose
Yourself or
What You
Stand For
Top 10 Rules For Survival
1. Don't
Forget to
Have
Fun!
Last Word,
from Students
Jennifer’s Story
Marketing in the Time of Paul Revere
and Samuel Atoms
Demand > Supply
Discovered Nuclear
Fusion?
Jennifer’s Story
Marketing in the Time of Paul Revere
and Samuel Atoms
The importance of
being there online
with them and of
keeping a sense of
humour
Nick’s Story
Tennis Anyone?
Nick wrote on his last assignment
“The professor took an
interest in what I had to say
for the course but also
about my life and where I
work. I know she’s not just
there to teach like a military
drill sergeant but actually
cares about how well I do.”
Nick’s Conclusion
“School to me really is
just another job but
oddly enough that's
starting to change.”
MERLOT Reviewer
• “The author demonstrates
an impressive ability to get
the students to participate
and interact with each other
-- something that is
challenging to accomplish
with distance learning.”
Thanks
• To MERLOT for this honour
• To my Academic VP who paid my
way here…
Thanks
• To my students, who make it so
much fun to teach
http://www.atkinson.yorku.ca/~lripley/imsyllabus.htm
(I use no passwords)