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ERIC Number: EJ1131215
Record Type: Journal
Publication Date: 2016
Pages: 17
Abstractor: As Provided
ISSN: ISSN-1052-8008
The Impact of Peer Mentoring on Marketing Content Mastery
Metcalf, Lynn E.; Neill, Stern; Simon, Lisa R.; Dobson, Sharon; Davis, Brennan
Marketing Education Review, v26 n3 p126-142 2016
This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students' perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A