ENGAGING GENERATION Z AND HELPING HURRICANE VICTIMS WITH A MARKETING PROJECT

Educators can foster the engagement of Generation Z students by leveraging their passions for social issues and collaboration. This article describes a marketing project, including the planning, promotion, and implementation of a campus-wide Canned Food Drive that culminated in a Canned Food Statue...

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Bibliographic Details
Published in:Marketing education review 2020-04, Vol.30 (2), p.82-88
Main Author: Rippé, Cindy B.
Format: Article
Language:English
Subjects:
Age Groups
College Students
Cooperative Learning
Instructional Effectiveness
Instructional Innovation
Marketing
Natural Disasters
Student Projects
Weather
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Summary:Educators can foster the engagement of Generation Z students by leveraging their passions for social issues and collaboration. This article describes a marketing project, including the planning, promotion, and implementation of a campus-wide Canned Food Drive that culminated in a Canned Food Statue Contest securing more than 2,000 cans for hurricane victims. The innovation is detailed with specific steps related to course outcomes, examples for implementation, adaptations for different classes, and tips for success. Qualitative analyses using a control group provide deeper insight into the effectiveness of the innovation, which was selected for the 2018 Cengage Pride/Ferrell Innovations in Teaching Award.
ISSN:1052-8008
2153-9987
DOI:10.1080/10528008.2019.1646141