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

Abstract

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.

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