Integrating Marketing Courses to Enhance Team-Based Experiential Learning

Abstract

Many recent studies suggest that undergraduate education needs to be more effective. Accordingly, individuals involved in higher education continue to search for ways to improve student learning. This article describes a team-based experiential learning project that integrates three marketing courses: principles of marketing, principles of selling, and sales management. Working in teams, students in the principles of marketing course develop new product concepts and create corresponding marketing promotional materials for use in a mock trade show. Students from the personal selling and sales management courses, also working in teams, attend the trade show to identify and select products they wish to use to complete a sales call exercise. This project provides students an opportunity to work in teams and combine their efforts with teams from other courses to successfully complete their respective experiential exercises. The article includes students’ reactions to the project and steps for implementation.