Managing Client-Based Learning: Insights from Successful Teaching Project Courses in Marketing


  • Robert J. Gilbert


Experience-based learning (EBL) is an increasingly prominent feature of courses offered at major business schools. The benefit to students from making EBL a priority is clear - research into the outcomes of EBL generally finds that it yields greater understanding, retention, and eventual application on the job than conventional learning approaches. Teaching a course with a significant EBL component, how-ever, presents different challenges than teaching a conventional course. Insights gained from designing/teaching project courses and successfully participating in national project course competitions are discussed. Factors most instrumental in influencing the project course experience are proposed. These insights should be useful to business educators who anticipate designing and implementing successful project courses.