The Role of eBay in Pedagogical Experiential Learning

Nittaya Wongtada; Chirawan Chaisuwan

Nittaya Wongtada

National Institute for Development Administration (NIDA), Thailand

Chirawan Chaisuwan

Chiangmai University, Thailand

Volume 6: 2011, pp. 95-118; ABSTRACT

There has been much criticism of business education in the last decade, much of it focusing on the theory-practice divide. The importance of eBay as the largest retail auction website is well-known. In addition to the operation of eBay itself, the behavior of those who participate in trading on the website have been studied and assessed empirically. The results from these studies have enriched our understanding in the area of consumer behavior and marketing strategy. This article explores the use of eBay as a pedagogical tool since it allows students to have hands-on experience in applying various managerial concepts. These include market analysis, marketing strategy, CRM, cost structure, business ethics and international business. One of the authors assigned students enrolled in an MBA program in Thailand to trade on eBay. The participation process of the students and the instructor’s management system are described. Strengths and weaknesses in using eBay to increase the effectiveness of learning are also discussed.

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