Learning by Doing: Using Experiential Projects in the Undergraduate Marketing Strategy Course

Abstract

Group projects represent one of the most realistic approaches to teaching business and marketing skills. In the real world, seldom do individuals work by themselves and make strategic marketing decisions without interacting with others. Thus group projects, if made a part of the learning experience, can add a sense of realism that comes from having to prepare and present a report on a tight deadline. Notwithstanding, many professors continue to shy away from using projects in the classroom for a number of reasons. This paper explores the value of real-life, client sponsored group projects and presents a blueprint for their successful implementation into the capstone Marketing Strategy course.