An Integrative Experiential Learning Project in the Undergraduate Branding Course: Creating a Marketing Department Brochure

This article introduces a selective approach to curriculum integration that consists of linking the subject matter of a new course with knowledge and skills acquired in two or more completed courses to create a deeper and richer learning experience. Benefits and challenges of the selective approach...

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Bibliographic Details
Published in:Journal of marketing education 2010-08, Vol.32 (2), p.116-127
Main Authors: Craciun, Georgiana, Bober Corrigan, Hope
Format: Article
Language:English
Subjects:
Brochures
Business Administration Education
College Curriculum
Experiential Learning
Group Activities
Higher education
Instructional Effectiveness
Integrated Curriculum
Marketing
Student Attitudes
Student Improvement
Student Projects
Studies
Undergraduate Students
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Summary:This article introduces a selective approach to curriculum integration that consists of linking the subject matter of a new course with knowledge and skills acquired in two or more completed courses to create a deeper and richer learning experience. Benefits and challenges of the selective approach and an example of implementing an integrative project in a marketing elective are discussed. As part of the project, students in the undergraduate branding course design a marketing brochure to be used by the client, the marketing department, for student communication and recruiting purposes. This experiential team project benefits students who had the opportunity to apply new concepts and skills acquired in the branding class as well as reinforce consumer behavior and marketing research knowledge acquired in prior courses. The article discusses contributions and suggestions for project implementation.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475309344808