Experiential Education in a Student-Run Startup: A Case Study of a For-Profit For-Credit Advertising Agency


  • Amy Struthers University of Nebraska-Lincoln


The purpose of this research project is to provide a detailed case study of the creation and five-year-long evolution of a vi-sion for a curricular innovation. Jacht Ad Lab is based on themodel of situated learning as proposed by Lave and Wenger (1991), a framework that can serveas a response to the pres-sures and changing demands of both the institutions where we teach and the industries that employ our graduates. The goal is to illustrate the potential that the concept of experiential educa-tion known as legitimate peripheral participation can offer for learning in new ways within communities of practice.