Experiential and Cooperative Learning: Using a Situation Analysis Project in Principles of Marketing

Caroline Lego Muñoz · Eleanor Ann Huser

69 citations0/0 files storedJournal of Education for Business

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Management and Marketing Education Problem and Project Based Learning Business and Management Studies

Abstract

In this article, the authors propose a semester-long experiential-learning project for introductory marketing students. The project requires an analysis of a product category, competition, and consumer base to support a new product proposal. The purpose is to (a) put into practice the concepts and definitions taught in an introductory marketing course, (b) create a foundation for doing an undergraduate business plan, (c) improve research, analysis, communication, and teamwork skills, and (d) provide an opportunity for creative thinking. The authors provide a description of the situation analysis project and supplemental preliminary assignments. They also provide an outcomes assessment with current and former college students.

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References

1983Experiential Learning : Experience as the Source of Learning and Development 1994Managerial Representations of Competitive Advantage 1991Active Learning: Creating Excitement in the Classroom. 1991 ASHE-ERIC Higher Education Reports.1995Dictionary of marketing terms 2000The Additive Effects of Semistructured Classroom Activities on Student Learning: An Application of Classroom-Based Experiential Learning Techniques 2000Integrating Marketing Courses to Enhance Team-Based Experiential Learning 2000Experiential Learning Exercises in Services Marketing Courses 2000A Theoretical and Practical Framework for Service-Learning in Marketing: Kolb’s Experiential Learning Cycle

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