Browsing by Author "Hua X."

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    Developing a 5E Game-Based VR Learning System to Enhance Cross-Cultural Marketing Competence and 21st Century Skills in International Undergraduates
    (2026-05-11) Hua X.; Precharattana M.; Hua X.; Mahidol University
    Cross-cultural marketing is essential in today's global economy, yet many business programs fail to equip students with the practical and cultural skills employers demand. Traditional teaching methods often fall short, especially for Generation Z learners who prefer interactive, tech-driven experiences. Virtual Reality offers a promising solution, but its use in global marketing education remains limited. This study proposes a 5E game-based VR learning system to enhance students' cross-cultural competence, engagement, and employability by bridging the gap between theory and real-world practice. This study aims to: (i) present the development of a 5E Game-Based Virtual Reality learning system designed to enhance cross-cultural marketing competence and 21st-century skills among international undergraduate students; and (ii) evaluate the effectiveness of the developed system. The instructional content and VR technology were reviewed by three subject matter experts and three VR technical specialists. The expert validation results indicated a high level of appropriateness and quality for both the educational content and the VR components. Furthermore, students feedback revealed that the VR system was highly effective, interactive, fun, and self-paced, significantly enhancing their focus, memory, and understanding of complex content compared to traditional methods.