JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
iPad and Web 2.0 Pedagogic Innovations In Marketing: Utilization of
Author(s): Catherine Giunta
Citation: Catherine Giunta, (2012) "iPad and Web 2.0 Pedagogic Innovations In Marketing: Utilization of Entrepreneurial Skills," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 107 - 114
Article Type: Research paper
Publisher: North American Business Press
This paper describes the implementation of iPad technology in an undergraduate marketing course. The
impact upon entrepreneurial skill development, student effective use of the course’s textbook, and
improved course performance support the use of this technological innovation. This pedagogical
approach requires students to implement entrepreneurial skills as they experience marketing projects.
The university, which houses this endeavor, includes entrepreneurial skills as a component of their liberal
arts core education, and has been recognized three times by Entrepreneur magazine as one of the
nation’s Top 100 Entrepreneurial Universities. Challenges exist including realization that this technology
and research are in preliminary stages.