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Designing a Marketing Course With Field Site Visits

29 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Higher Education and Employability Information Systems Education and Curriculum Development

Abstract

A key goal of including field site visits in marketing courses is to give business students increased interaction with industry professionals and community leaders. Site visits give students a concrete idea of how different marketing disciplines work in the business world. Business students gain greater insight into a career in marketing from this type of course. Undergraduate students learn about careers in marketing early in their college education and graduate students realize new career opportunities. In this course, students prepared for and completed two experiential site visits to businesses in the local area to reach these goals. Significant benefits of this course included building stronger relationships between the Sellinger School of Business and Management and local companies and introducing students to prospective employers. This article describes the reasoning behind the course as well as practical strategies for faculty interested in implementing site visits as an experiential teaching approach. A pilot graduate course has been completed at Loyola College in Maryland with encouraging results, and an undergraduate course with site visits is planned. Early results indicate that it is possible to incorporate site visits into any marketing course.

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References

1977Instructional design : principles and applications 2005An Update of Marketing Student Perceptions of Learning Activities: Structure, Preferences, and Effectiveness 2002Team Learning in a Marketing Principles Course: Cooperative Structures That Facilitate Active Learning and Higher Level Thinking 2000Integrating Marketing Courses to Enhance Team-Based Experiential Learning 2000Experiential Learning Exercises in Services Marketing Courses 2007Teaching Experiential Learning: Adoption of an Innovative Course in an MBA Marketing Curriculum 1998A Paradigm for the Selection, Use and Development of Experiential Learning Activities in Marketing Education 2002Learning Outcomes: Comparing Student Perceptions of Skill Level and Importance

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