Ensuring Success for Client-Based Projects: An Advertising Course Case Study

Abstract

While there are drawbacks to incorporating team projects into a marketing course, client-based projects (CBPs) provide real-world experiential learning that cannot be taught through most other methods of instruction. However, incorporating these projects can require enormous planning and effort on the part of instructors, often resulting in unpredictable, unsatisfactory results. This paper examines how to elevate the satisfaction level and value of client-based marketing projects for both instructors and students. Through several terms of experience with CBPs in advertising courses, the author outlines which aspects create higher student satisfaction and an enhanced level of client satisfaction.

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