Developing a Learning Orientation: The Role of Team-Based Active Learning

Abstract

Marketing educators have a responsibility to educate and develop students who are creative, knowledgeable and able to contribute to the success of their firms. One approach to preparing students is to foster a learning orientation. The purpose of this article is to further the understanding of the development of a learning orientation by using team-based active learning for marketing classes. We first discuss how a learning orientation can be beneficial in a class context. Next, we present an overview of team-based active learning rooted in the principles of cooperative learning as an approach for instilling a learning orientation. Finally, we describe an investigation into individual's perception of the influence of learning orientation on creativity, knowledge, and performance. Based on the analysis of data collected from 246 marketing students, the results suggest learning orientation, based on team-based active learning, positively influences marketing program creativity and knowledge.