Engaging marketing students : student operated businesses in a simulated world
Data(s) |
24/08/2010
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Resumo |
Engaged students are committed and more likely to continue their university studies. Subsequently, they are less resource intensive from a university’s perspective. This article details an experiential second-year marketing course that requires students to develop real products and services to sell on two organized market days. In the course, students participate as both consumers and marketers in a simulated world. The current article explores the effectiveness of this experiential assessment in terms of its ability to engage students. Comparing student engagement to a traditional lecture course and National Survey of Student Engagement benchmarks, the results suggest that the use of a simulated marketplace is capable of engaging students. Specifically, the assessment reported encourages more active learning and collaboration, is more academically challenging, and permits more student–faculty interaction than a traditional lecture-based course. The course structure outlined in this article permits the dynamics of a live marketing environment to be introduced into the classroom. The authors provide practical advice for educators seeking to design and implement engaging pedagogy. |
Formato |
application/pdf |
Identificador | |
Publicador |
SAGE Publications |
Relação |
http://eprints.qut.edu.au/39464/1/39464.pdf DOI:10.1177/0273475310377758 Russell-Bennett, Rebekah, Rundle-Thiele, Sharyn, & Kuhn, Kerri-Ann (2010) Engaging marketing students : student operated businesses in a simulated world. Journal of Marketing Education, 32(3), pp. 253-263. |
Direitos |
Copyright 2010 Sage publications. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #139999 Education not elsewhere classified #student engagement #student-operated businesses #marketing management #course design #QUTopia #HERN |
Tipo |
Journal Article |