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Experiential learning in marketing education

Higgs, Bronwyn (2006) Experiential learning in marketing education. In: Australia New Zealand Marketing Academy Conference, 4-6 Dec 2006, Brisbane, Australia.

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This case study describes an approach to problem-based learning within the marketing degree at Victoria University. Our approach is based on empirical research which suggests that marketing students are characterised by a unique learning style which favours practical, hands-on, experimental approaches to learning. These insights enabled us to develop a program that enhanced learners to make inferences about data, use their insights in practical problem-solving and generally become more reflective thinkers. Early indications suggest that this approach to learning can result in improvements in attendance, the quality of written work and notably increased levels of self-reliance, resulting in improved overall grades.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: problem-based learning, experiential learning, marketing education, case study, Victoria University
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
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Depositing User: Ms Bronwyn Higgs
Date Deposited: 14 Aug 2008
Last Modified: 23 May 2013 16:39
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