Peer learning, a pedagogical approach whereby students are partnered together to have one student actively help another student learn predetermined content or skills, has long been utilized as an effective complement to more traditional instructional methods across a wide range of educational disciplines. This approach has been found to reduce the stress of learning, increase student engagement, and yield benefits to both the tutor and the tutee to a roughly equal degree. Yet, pedagogical research to this point has mostly failed to explore the usefulness of this approach to marketing and sales education. In the present research, we examine the effectiveness of peer-learning applications in a sales context and discuss marketing educators' implications. More specifically, we assess college sales students’ perceptions of peer-learning role-play exercise and further examine whether peer-learning exercises can improve students’ abilities. The results indicate that peer-learning exercises are not only enjoyed by students but are capable of producing objective performance improvement for both introductory and advanced students.

长期以来，同伴学习是一种教学方法，通过这种方法，学生可以结成伙伴，以使一个学生积极地帮助另一名学生学习预定的内容或技能，这种方法长期以来被广泛用作跨多种教育学科的传统教学方法的有效补充。已经发现这种方法可以减轻学习压力，增加学生的参与度，并在大致相等的程度上为导师和受训者带来收益。然而，到目前为止的教学研究大多未能探索这种方法对市场营销和销售教育的有用性。在本研究中，我们研究了在销售环境中同peer学习应用程序的有效性，并讨论了营销教育者的含义。进一步来说，我们评估了大学销售学生对同伴学习角色扮演练习的看法，并进一步研究了同伴学习练习是否可以提高学生的能力。结果表明，同伴学习练习不仅受到学生的喜爱，而且能够为入门和进阶学生带来客观的绩效改善。