期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2019
卷号：27
页码：22-26
出版社：Marketing Management Association
摘要：Purpose of the Study: This study aims to provide a user-centered website design pedagogy for the website development curriculum. Method/Design and Sample: A user-centered website design pedagogy was developed through project-based experiential learning in redesigning a university bookstore website. Kolb’s experiential learning theory was employed to assess the pedagogy. Results: Aligning with Kolb’s experiential learning theory, this study found that the project was designed to benefit students in developing UI and UX design competencies through a four-stage of learning continuum from concrete experience, reflective observation, abstract conceptualization, and active experimentation. Value to Marketing Educators: The user-centered website design pedagogy has potential to reinforce student competencies in designing website UIs with relevant content and personalized experiences. As more companies are embracing a customer-centric experience model, the user-centered design employing customer journey mapping can be adapted to other omni-channel courses in which students learn to map the customer shopping journey across channels..
