Teaching Partnering Strategies through the Client-Based Project Approach

Abstract

This article provides specific recommendations to help faculty members teach the role of "partnering" in marketing project classes. Based on a ten-year research study, the paper explores a major shift in the pedagogy that occurred in which five new teaching strategies were implemented to assist marketing students in focusing on partnering strategies to build equity in the client relationship. The results have been superior marketing plans, highly satisfied students, and a significantly greater percentage of the plan being implemented by the clients.