QUT ePrints

Engaging marketing students : student operated businesses in a simulated world

Russell-Bennett, Rebekah, Rundle-Thiele, Sharyn, & Kuhn, Kerri-Ann (2010) Engaging marketing students : student operated businesses in a simulated world. Journal of Marketing Education, 32(3), pp. 253-263.

View at publisher

Abstract

Engaged students are committed and more likely to continue their university studies. Subsequently, they are less resource intensive from a university’s perspective. This article details an experiential second-year marketing course that requires students to develop real products and services to sell on two organized market days. In the course, students participate as both consumers and marketers in a simulated world. The current article explores the effectiveness of this experiential assessment in terms of its ability to engage students. Comparing student engagement to a traditional lecture course and National Survey of Student Engagement benchmarks, the results suggest that the use of a simulated marketplace is capable of engaging students. Specifically, the assessment reported encourages more active learning and collaboration, is more academically challenging, and permits more student–faculty interaction than a traditional lecture-based course. The course structure outlined in this article permits the dynamics of a live marketing environment to be introduced into the classroom. The authors provide practical advice for educators seeking to design and implement engaging pedagogy.

Impact and interest:

2 citations in Scopus
Search Google Scholar™

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

102 since deposited on 10 Jan 2011
55 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 39464
Item Type: Journal Article
Keywords: student engagement, student-operated businesses, marketing management, course design, QUTopia
DOI: 10.1177/0273475310377758
Subjects: Australian and New Zealand Standard Research Classification > EDUCATION (130000) > OTHER EDUCATION (139900) > Education not elsewhere classified (139999)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Sage publications.
Deposited On: 10 Jan 2011 11:49
Last Modified: 26 Aug 2012 00:10

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page