In-Class Active Cooperative Learning: A Way to Build Knowledge and Skills in Marketing Courses

Abstract

Successful preparation of marketing students today entails developing marketing knowledge and workplace skills. To develop both skills and knowledge students need to do more than simply listen to lectures. The purpose of this article is to further the development of using team based active learning as a pedagogy for developing marketing knowledge and workplace skills. Specifically, first a consideration of cooperative learning theory and the active learning team-based educational perspective are discussed. Next, a process for employing in-class team based active learning is developed. Finally, to integrate the literature and practice, an example of implementing in-class, team based active learning, in an introduction to marketing class, is discussed.