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ERIC Number: EJ1178186
Record Type: Journal
Publication Date: 2018
Pages: 6
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
Adopting a Design-Thinking Multidisciplinary Learning Approach: Integrating Mobile Applications into a Marketing Research Course
Zarzosa, Jennifer
Marketing Education Review, v28 n2 p120-125 2018
This article seeks to address the gap between marketing education and marketing practice by integrating a design-thinking (DT) methodology to the marketing research (MR) framework to achieve learning objectives that will enhance cross-functional, collaborative, conceptual, and technical skills. The mobile application marketing research project allows students to undergo each step of the DT and MR process in a nonlinear fashion, involving iterations of steps. Findings indicate that students enhanced their knowledge, relationship building, participation, enthusiasm, and creativity. An implementation plan is provided for instructors to use in marketing research classes.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A