Using A Joint Project Involving MBA Marketing Management and Undergraduate Marketing Research Students to Teach Marketing Research


  • Leigh Lawton


The author describes an experiential method for teaching marketing research. Undergraduate marketing research students act as small “marketing research departments” for MBA teams. The MBA teams are responsible for writing marketing plans for small business clients. The information needs of the MBA teams result in projects which expose the marketing undergrads to all phases of marketing research. While students perceive the workload to be heavy, many rise to the challenge and enjoy facing real-world problems and contributing to the decisions of operating enterprises.