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Bringing Consumer Behavior to the Workbench: An Experiential Approach

34 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Problem and Project Based Learning Innovative Teaching Methodologies in Social Sciences

Abstract

This article outlines an experiential project to be used in an undergraduate consumer behavior course that encourages students to focus on the integration of course concepts into a coherent framework. The project not only illustrates how marketing strategy depends on market behavior, but also facilitates students' ability to synthesize and apply information.

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References

2017A 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 1989An Experiential Approach to Marketing Education

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2004Implementing Service Learning in the Principles of Marketing Course 2012Experiential Learning: The Internship and Live-Case Study Relationship 2001Using Secondary Data in Marketing Research: A Project That Melds Web and Off-Web Sources 2004A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach 2012Learning Why We Buy 2004Modular Experiential Learning for Business-to-Business Marketing Courses 2007Creating and Executing an Applied Interdisciplinary Campaign for Domestic Violence Prevention 2003Experiential Learning the Benefits of Trade Shows for Marketing Students and Faculty

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