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Transforming the Initial Marketing Education Experience: An Action Learning Approach

^* To whom correspondence should be addressed. E-mail: myoung{at}winona.edu.

	Abstract

Marketing education today is facing significant challenges in attracting and retaining high-quality students. The focus of this article is to advocate engaging 1st-year students in the practice of marketing to help develop their identity as a marketing major, to see the relevance of their studies, and to enhance their thinking and self-regulating learning skills. action Learning is offered as a pedagogy capable of transforming the initial introduction to marketing experience into a highly motivating and engaging course. an innovative Marketing 101 course is described in which freshman undertake multiple cycles of analyzing, planning, implementing, and controlling marketing strategies in an on-campus coffee house.

First published on May 8, 2009
Journal of Marketing Education 2009, doi:10.1177/0273475309335353


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