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Journal of Marketing Education, Vol. 25, No. 2, 150-162 (2003)
DOI: 10.1177/0273475303254016

Transforming the Marketing Curriculum Using Problem-Based Learning: A Case Study

Lynda Keng-Neo Wee

Temasek Centre for Problem-Based Learning

Megan Alexandria

Temasek Business School, Temasek Polytechnic, Singapore

Yih-Chyn Kek

Temasek Business School, Temasek Polytechnic, Singapore

Craig A. Kelley

Department of Marketing at California State University, Sacramento

This article describes the experiences of the marketing faculty at Temasek Polytechnic in Singapore in their effort to help their students develop essential entry-level skills by transforming the marketing curriculum using problem-based learning. The article describes how the faculty selected the problem-based learning approach and the challenges associated with implementing it. Evidence of the success of the new curriculum also is provided.

Key Words: problem-based learning • marketing curriculum • teaching • outcomes


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