Exploring Virtual Reality in Marketing Education: A New Frontier for University of Tennessee Seniors
University of Tennessee, Knoxville, seniors were in for a surprise when they signed up for the next session of their capstone marketing course at the Haslam College of Business. Instead of the traditional classroom setting, they found themselves immersed in a futuristic virtual reality experience, a first for the university.
Distinguished Lecturer of Marketing Mark Collins led the experimental hybrid section of the marketing strategy class, utilizing virtual reality technology to engage and educate the students in a whole new way. This innovative approach marked a significant milestone for UT, as it was the first class to integrate VR into its regular format.
Collins, along with the support of college administrators and technology experts, equipped the students with Oculus Quest 2 headsets and the VR platform Spatial. This cutting-edge technology allowed the students to interact with the course material in a way that traditional methods could not match.
The use of VR in the marketing course not only enhanced the students’ learning experience but also increased their level of engagement and understanding. Collins noted that the VR class absorbed the material at a higher level compared to the traditional face-to-face section of the course.
One student, Bridgette Liederbach, shared her experience of using VR in the classroom, stating that it made the learning environment feel more personal and less intimidating. The students embraced the new technology, despite many of them having no prior experience with VR.
Looking ahead, Collins envisions expanding the use of VR technology across various disciplines at the university. He sees the potential for virtual field trips, interactive simulations, and hands-on learning experiences that could revolutionize the way students engage with course material.
As VR technology continues to evolve and become more accessible, the possibilities for immersive learning experiences are endless. While Collins does not advocate for exclusively teaching courses through VR, he believes that incorporating this technology in focused and meaningful ways can greatly enhance the educational experience for students.
The success of the VR marketing course at UT highlights the potential for integrating innovative technologies into higher education, paving the way for a new era of interactive and engaging learning experiences.
For more information, contact Stacy Estep at sestep3@utk.edu or Brooks Clark at nclark5@utk.edu.
