The main objective of this study was to investigate the impact of course design on marketing student outcomes by examining data gathered over several semesters from 563 undergraduate students enrolled in marketing classes at a major university. During this period of time, respondents were enrolled in one of four marketing courses, each of which was offered in three different course designs: experiential, participative, and traditional. Results indicate that course design influences student perceptions about how the class was conducted and their performance on assessments of seven specific marketing concepts: marketing environment, buyer behavior, marketing research, product, price, promotion, and place.
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