From Tech Skills to Life Skills: Google Online Marketing Challenge and Experiential Learning

Authors

Jo-Anne V. Croes, University of Aruba
Melina M. Visser, University of Aruba

Abstract

The Google Online Marketing Challenge (GOMC) is a global, online student competition sponsored by Google. It is a prime example of an experiential learning activity that includes using real money ($250 sponsored by Google) with a real client. The GOMC has yielded compelling results in student engagement and learning objectives related to the direct digital marketing skills addressed. However, few studies have systematically scrutinized the broader personal and life skills inherent in experience-based learning. The current study explores learning outcomes of the GOMC from a student perspective including both the direct technical skills as well as broader, multidisciplinary life skills that are developed or enhanced. The study takes an inductive approach to examine the life skills endorsed by a pilot group of GOMC participants and subsequently examines these learning outcomes in a preliminary quantitative survey of 15 GOMC participants from an undergraduate Information Systems course. Study findings yielded perceived learning outcomes in the following areas: interpersonal life skills, digital technical skills directly related to course and challenge content, intrapersonal life skills (self-awareness, reflection, and strategic planning), and adaptive applied skills. The students’ overall perceptions, challenges experienced, and reported implementation preferences are also discussed.

Recommended Citation

Croes, Jo-Anne V. and Visser, Melina M. (2015) "From Tech Skills to Life Skills: Google Online Marketing Challenge and Experiential Learning," Journal of Information Systems Education: Vol. 26 : Iss. 4 , 305-316.
Available at: https://aisel.aisnet.org/jise/vol26/iss4/5