dc.contributor.author | Russell-Bennett, R | |
dc.contributor.author | Rundle-Thiele, SR | |
dc.contributor.author | Kuhn, KA | |
dc.date.accessioned | 2017-05-03T14:50:10Z | |
dc.date.available | 2017-05-03T14:50:10Z | |
dc.date.issued | 2010 | |
dc.date.modified | 2011-01-28T06:23:48Z | |
dc.identifier.issn | 0273-4753 | |
dc.identifier.doi | 10.1177/0273475310377758 | |
dc.identifier.uri | http://hdl.handle.net/10072/35866 | |
dc.description.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 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. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Sage Publications | |
dc.publisher.place | United States | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 253 | |
dc.relation.ispartofpageto | 263 | |
dc.relation.ispartofissue | 3 | |
dc.relation.ispartofjournal | Journal of Marketing Education | |
dc.relation.ispartofvolume | 32 | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Curriculum and pedagogy | |
dc.subject.fieldofresearch | Curriculum and pedagogy not elsewhere classified | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearchcode | 3901 | |
dc.subject.fieldofresearchcode | 390199 | |
dc.subject.fieldofresearchcode | 3506 | |
dc.title | Engaging Marketing Students: Student Operated Businesses in a Simulated World | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.date.issued | 2010 | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Rundle-Thiele, Sharyn | |