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ERIC Number: EJ890300
Record Type: Journal
Publication Date: 2010-Aug
Pages: 12
Abstractor: As Provided
Reference Count: 26
ISBN: N/A
ISSN: ISSN-0273-4753
An Integrative Experiential Learning Project in the Undergraduate Branding Course: Creating a Marketing Department Brochure
Craciun, Georgiana; Corrigan, Hope Bober
Journal of Marketing Education, v32 n2 p116-127 Aug 2010
This article introduces a selective approach to curriculum integration that consists of linking the subject matter of a new course with knowledge and skills acquired in two or more completed courses to create a deeper and richer learning experience. Benefits and challenges of the selective approach and an example of implementing an integrative project in a marketing elective are discussed. As part of the project, students in the undergraduate branding course design a marketing brochure to be used by the client, the marketing department, for student communication and recruiting purposes. This experiential team project benefits students who had the opportunity to apply new concepts and skills acquired in the branding class as well as reinforce consumer behavior and marketing research knowledge acquired in prior courses. The article discusses contributions and suggestions for project implementation. (Contains 4 tables.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A