The Impact of Peer Mentoring on Marketing Content Mastery

Abstract

This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students’ perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.

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Notes on contributors

Lynn E. Metcalf

Lynn E. Metcalf (Ph.D., University of Oregon), Professor of Marketing, Orfalea College of Business, Cal Poly, San Luis Obispo, CA, [email protected]

Stern Neill

Stern Neill (Ph.D., Louisiana State University), Professor of Marketing, Orfalea College of Business, Cal Poly, San Luis Obispo, CA, [email protected]

Lisa R. Simon

Lisa R. Simon (MBA, University of Southern California), Marketing Lecturer, Orfalea College of Business, Cal Poly, San Luis Obispo, CA, [email protected]

Sharon Dobson

Sharon Dobson (MBA, University of Mississippi), Marketing Lecturer, Orfalea College of Business, Cal Poly, San Luis Obispo, CA, [email protected]

Brennan Davis

Brennan Davis (Ph.D., University of California, Irvine), Associate Professor of Marketing, Orfalea College of Business, Cal Poly, San Luis Obispo, CA, [email protected]