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

• 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
• ISSN: 0273-4753; 1552-6550
• DOI: 10.1177/0273475309344808

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.