Advancements in Marketing Education: The Evolution of the API Model through Iterative Feedback

Abstract

This study examines the iterative development and testing of the API marketing model initially created in 2019. The model was tested with 188 participants from 2019 to 2022, leading to revisions based on feedback, particularly addressing issues of complexity and visual clarity. A revised version, tested with 142 participants from 2022 to 2024, demonstrated improvements in clarity, simplicity, and overall effectiveness. Key advantages of the API model include its ability to integrate strategic and tactical marketing elements through visual presentation, while its primary limitation remains the complexity of the material. Collaboration with participants proved valuable in refining the model and enhancing its functionality and user engagement. Despite these improvements, future research must address the model's limitations, including its complexity and adaptability across different educational contexts. This study contributes to marketing education by presenting the API model that effectively supplements traditional teaching techniques and enhances learning outcomes, with implications for educators and practitioners in marketing management.