The Reason Why Active Learning Is Not Effective In Marketing Education In Japan

When teaching marketing, we have traditionally emphasized educational methods that assume active learning, such as the case method and PBL. However, marketing education in Japan, it is difficult to say that active learning is fully functioning in classroom education. In this study, we identify the reasons why active learning is not effectively implemented in marketing education in Japan. We highlight the existence of five obstacles and explain the problems that are unique to Japanese universities. Some of the obstacles are structurally difficult to solve, while others reflect the unique characteristics of marketing education. Therefore, an analysis of the reasons why active learning is not effectively implemented in marketing education in Japan will lead to a questioning of marketing education itself.