The Influence of Traditional and Modern Learning Spaces on Pedagogical Affect, Classroom Community, and Learning Outcomes for Marketing Students

Purpose of the Study: This exploratory study seeks to gain a deeper understanding of how traditional and modern learning spaces may be shaping the marketing educational experience. Specifically, this research explores whether there are differences in pedagogical affect, classroom community, and learning outcomes based on the type of learning space used for marketing education. Method/Design and Sample: Experiential learning is the underlying theory supporting this research. To investigate outcomes associated with synergistic transactions between marketing students and the environment, the study employed a quasi-experimental design to compare two unique classroom environments: traditional learning spaces and modern learning spaces. Results: A survey of 289 marketing students indicate that perceptions of pedagogical effectiveness, classroom community, and perceived learning outcomes were higher in the traditional learning space. Marketing students also achieved higher scores on exams and projects in the traditional classroom. Conversely, they performed better on in-class assignments in the modern learning space. Value to Marketing Educators: Fellow educators should recognize that the type of classroom can yield different educational experiences for marketing students. These results beg the question of whether an investment in modern classroom spaces is yielding desired educational outcomes.