This paper presents the results of an action resear ch project carried out in a first-year year marketing course over an entire semester. The plan ning stage during which a traditional course was reviewed and a completely revised course developed are reported. The impetus for the change came from exploratory research with first-year students and Business School faculty. The change in the course was guided by the work of Lebrun (2007) and Mazur (1997) to result in an instructional style along the lines of the “flipped classroom”. Studen t reaction was gauged throughout the semester through class observation and informal feedback and measured quantitatively through a self-report questionnaire (Lee & Tsai, 2011) at the end of the semester. The follow-up reflection stage has called for a further iteration and a review of the design to be implemented in the next semester.