Integrating Concepts Across Marketing Courses via Experiential Learning

Abstract

This paper reports a two-course curriculum innovation designed to facilitate student learning of the integrative nature of marketing. This integration is achieved via a client-sponsored project spanning two courses, where concepts and output from one course (Marketing Research) feed directly into the concepts and output of another marketing course (Integrated Marketing Communications). Detail is included on project goals and structure, assessment of the project, and a review of lessons learned.