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ERIC Number: EJ1173897
Record Type: Journal
Publication Date: 2018-Apr
Pages: 11
Abstractor: As Provided
ISSN: ISSN-0273-4753
Bridging Theory and Practice in an Applied Retail Track
Lange, Fredrik; Rosengren, Sara; Colliander, Jonas; Hernant, Mikael; Liljedal, Karina T.
Journal of Marketing Education, v40 n1 p6-16 Apr 2018
In this article, we present an educational approach that bridges theory and practice: an applied retail track. The track has been co-created by faculty and 10 partnering retail companies and runs in parallel with traditional courses during a 3-year bachelor's degree program in retail management. The underlying pedagogical concept is to move retail education from simple dissemination of knowledge toward the production of learning by way of experiential, situated, and skill-based learning. Overall, we believe that this learning approach has helped to create a win-win-win situation for students, retailers, and faculty. Students gain unique insights from retail practice to complement their topically oriented course-based learning, thus enhancing their attractiveness to employers after graduation. Retailers gain in-depth knowledge about the competencies of young prospective employees, and faculty and retailers jointly benefit from exchanging ideas about contemporary challenges in retailing. This article describes the program's main features and successes and offers recommendations for others seeking to implement all or some of its components.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Sweden (Stockholm)
Grant or Contract Numbers: N/A