Active and Passive Teaching Methodologies: Student Outcomes Over a Semester Course

Active teaching methodologies are often promoted as superior to the more passive lecture method and as the way of the future in marketing education. This manuscript reports the results of an experiment designed to evaluate active and passive teaching methods in a Principles of Marketing course. Over a semester-long period, one section of the course was taught using primarily active methods while another section was taught using a more passive lecture approach. No significant differences in knowledge (based on exam scores) or attitudes developed between the classes, suggesting that both methods have merit and that other factors besides teaching method may be more important in influencing student learning and interest.