Paper Details

Name: Jessica Fernandes
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 ( july- dec)
Page Number: 46-54
DOI: https://doi.org/10.5281/zenodo.22040832

ABSTRACT
The evolving landscape of management education demands innovative pedagogical approaches that promote active learning, critical thinking, and industry readiness. Traditional lecture-based teaching often limits student engagement and the practical application of concepts. The flipped classroom model has emerged as an effective student-centred approach wherein foundational learning occurs before class and classroom time is devoted to discussion, problem-solving, and experiential activities. This study examines the effectiveness of flipped classroom pedagogy in the Fundamentals of Marketing course among 84 Master of Management Studies (MMS) Semester I students. The intervention incorporated pre-class learning resources such as video lectures, business cases, newspaper articles, podcasts, industry reports, and research papers, while classroom sessions focused on live cases, simulations, peer teaching, and group discussions. Using an Action Research approach, data were collected through student feedback, observation records, reflective journals, and internal academic assessment records covering four components: an applied/case-based component (RM), a group Presentation, a Mid-Term test, and Class Participation. Two hypotheses were tested using the actual internal-assessment marks: a one-way ANOVA examined whether mean scores differed significantly across the four assessment components, and a chi-square test of independence examined whether classroom-engagement performance (Presentation and Class Participation, reflecting the flipped, experiential components) was associated with Mid-Term test performance The study concludes that flipped classroom pedagogy can meaningfully enhance marketing education by bridging the gap between theory and practice.

Keywords: Flipped Classroom; Fundamentals of Marketing; Active Learning; Student Engagement; Hypothesis Testing; ANOVA; Chi-Square Test; Management Education