ENHANCING MARKETING RESEARCH LEARNING OUTCOMES USING THE OUTDOORS

ABSTRACT

Students routinely struggle with grasping and retaining the content of marketing research courses. To combat this problem, a new market research course was designed that applies all content in the course to an outdoors-based experiential learning project. Specifically, a hands-on nature therapy project was used that involves developing a marketing plan for a new service experience based in the outdoors. The course culminates with students participating in a backpacking trip where they lead the nature therapy experiences they designed through primary market research. Discussion builds on application of outdoor education as a model and instrument of learning research concepts.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Supplementary Material

Supplemental data for this article can be accessed on the publisher’s website.