Investigating Teaching Leadership in the Capstone Marketing Course

Abstract

Marketing graduates are ultimately expected to perform in managerial roles, yet limited course work is devoted to leadership training for marketing management. In the capstone marketing course, group projects with partner organizations can serve as an opportunity for student leadership development. Marketing students working in groups on experiential-learning projects rated others in their project group on the extent to which selected leadership behaviors were evidenced. Three key leadership constructs surfaced in the peer evaluations: vision, rational communication, and heart. Students exposed to leadership concepts in the capstone marketing course rated their peers higher on leadership skills and performed better on the group project.

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