The A L E X Implementation Framework for Higher Business Education (Investigating and measuring the effectiveness and impact of novel, innovative AR driven learning experiences in higher business education) This research project entitled “Augmenting the Learning Experience: The A L E X Implementation Framework for Higher Business Education” investigates and measures the effectiveness and impact of novel, innovative augmented reality (AR) experience driven learning approaches on higher education business students’ learning experience. Hereby, the term “learning experience” incorporates three core components, namely motivation, engagement, and knowledge acquisition. This thesis narrates previous research covering Augmented Reality (AR) in education settings, the science of learning, educational technologies (EdTech) and Design, and learning psychology.


The research utilised Intrinsic Motivation Inventory (IMI) classifications to measure student motivation while the University Student Engagement Inventory (USEI) was utilised to investigate the impact AR learning has had on overall student engagement levels.