Effect of active on learning motivation and outcomes among marketing students with different learning styles

Using an active learning approach to motivate students to learn has been advocated by many educators. It has been an ongoing discussion on whether marketing educators should customize their teaching activities based on the learning styles found in their classes recently. While heavily customizing specific activity is considered a “high investment strategy,” it is worthwhile to explore the effectiveness of active learning/passive learning curriculum design and how it may vary among students possessing different learning styles. The purposes of this study are to investigate: 1. How does active learning affect students’ motivation to learn, learning outcomes, satisfaction with the class and perceptions of the instructor? 2. How do students with different learning styles react to passive learning approach and active learning approach respectively?