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Implementing the "Marketing You" Project in Large Sections of Principles of Marketing

Texas State University– San Marcos

There is mounting pressure on business education to increase experiential learning at the same time that budget constraints are forcing universities to increase class size. This article explains the design and implementation of the "Marketing You" project in two large sections of Principles of Marketing to bring experiential learning into the large classroom setting. Results from a questionnaire administered to students after completing the project indicate that the four objectives of the project were met: developing needed skills, aiding in the job search process, enhancing learning in a large classroom setting, and improving the usefulness of the Principles of Marketing course for both majors and nonmajors.

Key Words: principles of marketing • large classroom • business core courses • teaching • job and career

Journal of Marketing Education, Vol. 26, No. 2, 123-136 (2004)
DOI: 10.1177/0273475304265542


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