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  • Engaging Marketing Students: Student Operated Businesses in a Simulated World

    Author(s)
    Russell-Bennett, R
    Rundle-Thiele, SR
    Kuhn, KA
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2010
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Journal of Marketing Education
    Volume
    32
    Issue
    3
    DOI
    https://doi.org/10.1177/0273475310377758
    Subject
    Curriculum and Pedagogy not elsewhere classified
    Curriculum and Pedagogy
    Marketing
    Publication URI
    http://hdl.handle.net/10072/35866
    Collection
    • Journal articles

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