Experiential Learning in Marketing: Creating A Student Client Consulting Engagement

Abstract

This experiential learning in marketing opportunity involves learning through experience, using experiential learning by creating a student client consulting engagement. During the second week of class, teams of students are assigned a real-life marketing challenge facing a client. Each team of students is responsible for completing an analysis of the challenge and formulating recommendations to the client. The analysis and recommendations are presented to the client in both a business paper and oral presentation at the end of the semester. The objective is for students to understand and apply marketing concepts and practices presented in textbook readings and instructor-led teaching throughout their marketing coursework, to a real-life marketing challenge for a client. This experiential learning opportunity exposes students to the practical application of marketing based on a client consulting engagement in a senior-level undergraduate marketing capstone course.