Abstract
Through self-customizable online courses, students can design more satisfying learning experiences that are more compatible with their needs and preferences. By choosing an assignment mix that provides more focused and personally relevant course content, students can balance their diverse interests and learning goals against course/program-specific learning objectives. A review of relevant literature and anecdotal evidence gleaned from multiple sections of a self-customizable marketing research course suggest a series of research propositions, several course-design recommendations, and several future research studies.
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