Contribution to Book
Experiential Learning and Macro-Education: Enhancing Traditional Marketing Courses with Macromarketing ProjectsThe 37th Annual Meeting of the Macromarketing Society 2012: Papers of the 37th Annual Macromarketing Conference, Berlin, Germany, June 13-16, 2012 (2012)
This paper reviews benefits of experiential learning to highlight the value of the approach for advancing macromarketing education. We consider how incorporating experiential learning projects into core marketing courses can help deliver macromarketing education and enhance the delivery of critical micromarketing principles for a broad range of business students. Experiential learning reflects a dynamic, four-stage learning process emphasizing concrete experience, reflective observation, abstract conceptualization, and active experimentation. Experiential learning projects that achieve the four stages of experiential learning help business students understand how to frame managerial decisions in terms of the broad moral, political, and social contexts in which all businesses operate. The authors describe three class projects as case examples of how macro-oriented projects incorporated into core marketing courses can achieve the four stages of experiential learning, infuse macromarketing topics into core marketing curricula, and enhance the delivery of micromarketing principles.
EditorMichaela Haase and Michael Kleinaltenkamp
PublisherMacromarketing Society, Inc.
Citation InformationScott K. Radford, David M. Hunt and Deborah Andrus. "Experiential Learning and Macro-Education: Enhancing Traditional Marketing Courses with Macromarketing Projects" The 37th Annual Meeting of the Macromarketing Society 2012: Papers of the 37th Annual Macromarketing Conference, Berlin, Germany, June 13-16, 2012 (2012) p. 43 - 47
Available at: http://works.bepress.com/david_hunt/4/