The Use of Virtual Reality (VR) and Augmented Reality (AR) in Marketing Education

Presented by Haithem Zourrig & YoungHun Chae


This session shows cases of using virtual reality (VR) and augmented reality (AR) in the marketing field with a particular focus on sales and retailing. This session also provides some illustrative examples of how VR and AR could be used in marketing education and integrated into the marketing curriculum. Moreover, this work presents some VR- and AR-based learning activities designed specifically by the authors to teach students some marketing concepts, such as customer journey mapping, product mix and product layers.