When the commutes to university became life-threatening for students and in-person learning turned hybrid, Associate Professor of Marketing and Interim Assistant Dean at LAU’s Adnan Kassar School of Business Zahy Ramadan reunited his undergraduate and graduate students in the metaverse. 

“The virtual realm proved to be a vital tool during the war and mass displacement,” said Dr. Ramadan. “Classes were interactive, just like in physical classrooms, and students were able to communicate and work in groups with the advantage of working privately while minimizing interference.” 

Being able to connect again beyond geographical barriers and safety hazards, he added, “sends a clear message that even under the bombs, we will continue to be innovative and hopeful.” The metaverse classroom held, according to Dr. Ramadan, is among the first of its kind in the Middle East. 

Metaverse classrooms combine the advantages of both online and offline learning environments and the technology is more interactive and efficient than traditional online classes, he went on to say. By integrating the metaverse and AI technology in education, students become familiar with advanced tools to find solutions and face challenges productively when they graduate.

First-year MBA student Nour Sabaa Ayoun found that the metaverse classes offered a unique experience that brought her closer to her friends during difficult times and motivated her to attend class and study.

“It became somewhat of a haven for us. We were able to choose and customize our avatars; the theater-like podium included a whiteboard and screens to show slides and discuss case studies and classwork,” she said. “It gave us comfort because it resembled a normal educational space and took our minds off the hardship we were facing.” 

For Kiana Medlej, also a first-year MBA student, the experience was a lot like being in a real classroom in terms of delivering knowledge and communicating ideas with classmates. She viewed the technology as “beneficial not only during hazardous situations but also for exchange student programs and vulnerable groups, such as individuals with disabilities, those living abroad, or those who live far from campus like me. It makes education more accessible for all social groups,” she said.

According to Dr. Ramadan, this technology is pragmatic, not only in marketing classes, because when replicated in medical schools, laboratories and chemistry classes, the experience advances to include tools where 3D models can be seen and studied.

“Though it will not supersede in-person learning and interaction, it would still be an added value to the educational sector, especially if used properly as an additional experiential tool to study and explore science,” he maintained.

Dr. Ramadan asserted that the primary goal of using this technology is to thoroughly prepare students with exceptional knowledge to confront future career obstacles with competence and expertise. 

“This goal not only coincides with our mission and values but also conveys a message of hope during this pivotal time for Lebanon to succeed across several domains, similar to the accomplishments of many of our graduates worldwide,” he said.