Sustainable outcomes of an experiential learning project in a principles of marketing course

Abstract

Experiential learning projects provide students with the opportunity to think critically about their own experiences in addition to testing and developing innovative ideas to solve problems. The view of many employers is that experiential learning projects may increase the student’s ability to make contributions early on as employees and that students that participate in such projects may obtain a higher level of business maturity. While there are challenges associated with implementing experiential learning projects within in Principle of Marketing courses, and these challenges may be used to support the view that experiential learning is most appropriate for upper-level marketing courses; incorporating such projects into introductory marketing courses can be valuable. The results of this study show that not only can comparable student outcomes be achieved based on traditional measures, such as tests and exams, but that experiential projects can provide students with the opportunity to engage in solving important problems facing organizations within their community.

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