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Article
The Impact of Peer Mentoring on Marketing Content Mastery
Marketing Education Review
  • Lynn E. Metcalf, California Polytechnic State University, San Luis Obispo
  • Stern Neill, California Polytechnic State University, San Luis Obispo
  • Lisa R. Simon, California Polytechnic State University, San Luis Obispo
  • Sharon Dobson, California Polytechnic State University, San Luis Obispo
  • Brennan Davis, California Polytechnic State University, San Luis Obispo
Publication Date
8-1-2016
Abstract

This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students’ perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.

Disciplines
Publisher statement
Published by Taylor and Francis
Citation Information
Lynn E. Metcalf, Stern Neill, Lisa R. Simon, Sharon Dobson, et al.. "The Impact of Peer Mentoring on Marketing Content Mastery" Marketing Education Review Vol. 26 Iss. 3 (2016) p. 126 - 142
Available at: http://works.bepress.com/sneill/17/