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ERIC Number: EJ877023
Record Type: Journal
Publication Date: 2010
Pages: 12
Abstractor: As Provided
Reference Count: 28
ISSN: ISSN-0273-4753
Transforming the Initial Marketing Education Experience: An Action Learning Approach
Young, Mark R.
Journal of Marketing Education, v32 n1 p13-24 2010
Marketing education today is facing significant challenges in attracting and retaining high-quality students. The focus of this article is to advocate engaging 1st-year students in the practice of marketing to help develop their identity as a marketing major, to see the relevance of their studies, and to enhance their thinking and self-regulating learning skills. Action Learning is offered as a pedagogy capable of transforming the initial introduction to marketing experience into a highly motivating and engaging course. An innovative Marketing 101 course is described in which freshman undertake multiple cycles of analyzing, planning, implementing, and controlling marketing strategies in an on-campus coffee house. (Contains 1 figure and 2 tables.)
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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