Client projects: Student attitudes, learning outcomes, and project evaluations

Abstract

Client projects have long been recognized for their value as an experiential learning device and as a way to increase a wide range of skills, including critical thinking and problem solving. The extant literature, however, has not fully explored the relationship among student attitudes, learning outcomes, and project evaluations. Through quantitative analysis, the major findings of this research suggest that self-efficacy as well as need for complexity and novelty will positively influence a student’s confidence in problem-solving skills, critical thinking skills, and teamwork skills. Additionally, the research demonstrates that confidence in such skills mediates the relationship between student attitudes and project evaluations.

Keywords:

• Client-sponsored projects
• experiential learning techniques
• learning outcomes
• marketing education
• student evaluations