Introducing immersive virtual reality in a marketing practical training course: Qualitative evaluation with undergraduates

• Published in: The international journal of management education 2024-11, Vol.22 (3), p.101058, Article 101058
• Main Author: Zhu, Dong Hong
• Format: Article
• Language: English
• Subjects: Immersive virtual reality; Marketing; Practical training course; Qualitative analysis; Supermarket design; Undergraduate
• ISSN: 1472-8117
• DOI: 10.1016/j.ijme.2024.101058

In the marketing learning, practical training courses are very important for undergraduates to understand and master theoretical knowledge. Virtual reality (VR) technology has great potential in practical teaching, but its effect on marketing students has not been paid enough attention. This study aims to fill this gap by exploring the impact of immersive VR practical training courses on marketing learning. By using the self-developed “immersive VR supermarket design” system as a platform, this study qualitatively analyzed the evaluations of marketing students who participated in this VR practical training course. The results show that students have perceived novelty, perceived interest, the sense of achievement and perceived usefulness of the VR practical training course, which can enhance their professional identity and thus enhance their willingness to learn. In addition, perceived usefulness includes professional cognition improvement, professional knowledge deepening, practical ability improvement, VR knowledge improvement and team cooperation ability improvement. The conclusions show that it is a positive thing to introduce immersive VR into marketing practical training courses. This study enriches the research of immersive VR practical courses and provides significant implications for the development of VR practical training courses in marketing education. •The effect of VR practical teaching on marketing students is unclear.•We analyzed the evaluations of marketing students on a VR practical training course.•Marketing students have perceived novelty, interest, achievement and usefulness of it.•It can enhance marketing students' professional identity and willingness to learn.