Using second life to teach about marketing in second life

Wade Halvorson, Michael Thomas Ewing, Lydia Windisch

Research output: Contribution to journalArticleResearchpeer-review

15 Citations (Scopus)


There are compelling reasons for educators to consider incorporating virtual worlds (VWs) in their marketing curriculum. That said, the ways in which VWs can be implemented into the teaching curriculum are many and varied. This article reports on two studies in which notionally similar graduate classes are taught about marketing in Second Life (SL). The degree of student and instructor immersion is intentionally varied: One class is taught entirely in SL, by a technically expert instructor, while novice/intermediate instructors teach the second class in an interactive tutorial setting. Taken together, these studies offer marketing educators insights into developing a??fulla?? and a??litea?? approaches to teaching in SL, thereby lowering the barrier to uptake of the technology by catering to a broader spectrum of both instructor and student competencies, interests, and abilities.
Original languageEnglish
Pages (from-to)217-228
Number of pages11
JournalJournal of Marketing Education
Issue number2
Publication statusPublished - 2011


  • virtual learning environments

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