Using Web-Based Peer Benchmarking to Manage the Client-Based Project

Abstract

The complexities of integrating client-based projects into marketing courses provide challenges for the instructor but produce richness of context and active learning for the student. This paper explains the integration of Web-based peer benchmarking as a means of improving student performance on client-based projects within a single semester in undergraduate consumer insight courses. Furthermore, the paper provides empirical evidence for the effect of this innovative method on students' deeper learning, as measured by the method's capability to improve students' motivation to learn.