It is an ultimate learning experience to be able to bridge theory and real-world practice in sales class. Nonetheless, it is a challenge for educators in higher learning institutions to incorporate practical aspects into teaching. In response, this study was conducted to expose students to perform selling in a real-life situation. 42 students enrolled in a professional selling course in a higher learning institution in Malaysia were given a selling task. The students were asked to promote a financial product (i.e., insurance) to a potential client under the supervision of an insurance agent. The task given to the students was part of the course assessment and carried out throughout a semester. Students’ perceptions of the benefit gained from performing selling in the real sales environment were obtained through student evaluations at the end of the course. This study indicated that the students had a positive selling experience, and the selling activities aided students’ understand.....

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Online learning has become the new standard in higher education since the COVID-19 epidemic. In order to be effective, colleges and universities must evaluate the delivery of online classes using relevant data gathered from their students. This paper demonstrates the use of importance-performance analysis to continuously improve online learning quality. Undergraduate students, who are enrolled in Business and Management programme at a higher learning institution located in Negeri Sembilan, Malaysia are invited to participate in this survey via online survey questionnaire. A total of 239 responses are received and analysed using importance-performance analysis technique. The results show that facilitating conditions, namely technology and interaction fell into the ‘Concentrate Here’ quadrant; course delivery and instructor factors in the ‘Keep Up the Good Work’ quadrant; and learners’ readiness in the ‘Low Priority’ quadrant. From the result, it is suggested that technolog.....

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