Using Project-Based Experiential Learning Groups in the Principles of Marketing Course


  • Carolyn Y. Nicholson
  • Becky J. Oliphant


"Experiential education has been used successfully in management classes for years but integrating it into other disciplines has been a challenge for those attempting to do so. A principles of marketing course could be seen as nothing more than a series of lectures followed up by multiple choice exams. In the current paper two strategies for using experiential projects in a principles of marketing course are discussed. Each of these experiential based classes allows the student to take basic marketing terms and turn them into a full semester project with implications for product, price, promotion and distribution. The final project is one the students feel connected with, and a presentation that is enjoyable for both professor and student."