Enhancing Learning Outcomes: The Effects of Instructional Technology, Learning Styles, Instructional Methods, and Student Behavior

TLDR

The delivery of marketing education is rapidly shifting toward experiential pedagogy strongly supported by educational technology. This study investigates the simultaneous effects of multiple technology and non‑technology factors on marketing learning outcomes, building on prior research. Data were collected from technology‑accustomed students across a marketing curriculum. Preferred instructional methods enhance learning outcomes, supportive class behaviors improve self‑reported performance and grades, and only one of five technology variables was significant, indicating technology’s influence is secondary to other factors.

Abstract

The delivery of marketing education seems to be rapidly shifting toward pedagogy rich in experiential learning and strongly supported with educational technology. This study integrates and extends previous research efforts and investigates the simultaneous effects of multiple influences of technology and nontechnology factors on learning outcomes. Responses were obtained across a marketing curriculum with technology-accustomed students. The findings suggest that the use of preferred instructional methods will enhance each of the three different measures of learning outcomes, while encouraging supportive class behaviors can increase self report performance and course grade. Regardless of the dependent outcome measure, only one of the five instructional technology variables proved significant, suggesting that in contrast to previous studies that examined technology in isolation, when analyzed relative to other learning factors, technology’s influence is secondary. Implications are discussed with practical suggestions for the classroom and direction for further investigation.