Service-learning through multiple client-sponsored projects in an MBA marketing course

Finsterwalder, Jorg, O'Steen, Billy, & Tuzovic, Sven (2010) Service-learning through multiple client-sponsored projects in an MBA marketing course. New Zealand Journal of Adult Learning, 38(2), pp. 71-91.


This paper outlines an approach for teaching Marketing Principles in an MBA course through service-learning to enable adult learners to connect the lectures’ marketing content to a real-world marketing project. During the course, 40 students in groups of four to five individuals were involved in eight different client-sponsored marketing projects executed simultaneously. The rationale, planning and management of this approach utilised current research on service-learning, living cases and client-sponsored projects in marketing education. The experimental curriculum design is presented in a timeline that mirrors the preparation and management of the group projects and the considerations to be taken into account when initiating and facilitating the projects. Reflections from this iteration of the service-learning design suggest the importance of: detailed project planning, the involvement of students in choosing the projects, the introduction of forms and feedback loops, the role of the instructor in facilitating the students and managing expectations, and the role of the company representative in supporting the groups.

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ID Code: 86241
Item Type: Journal Article
Refereed: Yes
Keywords: Service-Learning, Multiple Client-Sponsored Projects, MBA Marketing Course, HERN
ISSN: 0112-224X
Subjects: Australian and New Zealand Standard Research Classification > EDUCATION (130000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 University of Canterbury
Deposited On: 05 Aug 2015 23:57
Last Modified: 18 Aug 2015 12:46

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