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An Experiential Approach to Marketing Education

43 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Engineering Education and Pedagogy Innovative Teaching Methodologies in Social Sciences

Abstract

This article reports a procedure for leading a class to generate product ideas, select one, produce a product or service, develop and implement a marketing plan, and distribute the profits. Marketing comes alive as students relate the textbook to the real world through this experiential approach to marketing education.

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References

1977The Chronicle of Higher Education 1985Client-Sponsored Projects: Bridging the Gap between Theory and Practice 1985Bringing Reality to the Introductory Marketing Student 1984Class Projects as a Form of Instruction

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2004Implementing Service Learning in the Principles of Marketing Course 2005Exploring the “Lone Wolf” Phenomenon in Student Teams 1995Details and Student Perceptions of an Experiential Program for Personal Selling and Purchasing Classes 1993Bringing Consumer Behavior to the Workbench: An Experiential Approach 1996Teaching Methodologies Used in Basic Marketing: An Empirical Investigation 2004A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach 2005Experiential Marketing Projects: Student Perceptions of Live Case and Simulation Methods 1995Student-Faculty Research Agencies: Marketing Education Integration Using an Entrepreneurial Education Experience

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