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Journal of Marketing Education
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Poster Sessions in Marketing Education

An Empirical Examination

Nicole Stegemann

University of Western Sydney, Penrith South DC, NSW Australia

Catherine Sutton-Brady

University of Sydney, NSW, Australia

Poster sessions provide a creative and stimulating alternative to traditional assessment methods in marketing. Poster sessions, as a means of assessment, have long been used in science fields. This article presents the successful implementation of poster sessions as a means of assessment in a postgraduate unit of study. Poster sessions in conference style were used as an alternative method of assessment in a postgraduate unit. The article provides information for marketing educators seeking to use poster presentations as a means of assessment in addition to providing the first empirical examination of the use of posters in a marketing education context. It focuses on gaining a better understanding of student perceptions of anxiety, stress, the level of creativity, and academic confidence in addition to understanding independent variables such as gender, age, and cultural background. Findings show that students are enthusiastic about poster sessions, which encourage creativity and provide an interactive learning environment.

Key Words: assessment • interactive environment • marketing education • poster sessions

This version was published on December 1, 2009

Journal of Marketing Education, Vol. 31, No. 3, 219-229 (2009)
DOI: 10.1177/0273475309344998
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