A Case Study of Teaching Integrated Marketing Communication Using an Innovative Group Internship Project
DOI:
https://doi.org/10.31686/ijier.vol3.iss2.321Keywords:
Group internship, teaching integrated marketing communication, teaching advertisingAbstract
In recent years, many college campuses have moved to implement experiential learning projects in many disciplines. It is generally accepted that experiential learning projects or client projects (we will be using these two terms interchangeably throughout the paper) help students to communicate effectively, perform well in teams, solve problems, and acquire functional knowledge. We describe our experience of implementing an innovative experiential learning project that required students to form a company, and plan and execute an integrated marketing communication (IMC) plan for a real-life company on a tight budget. Finally, we compare the student assessment for this group internship project with traditional client projects that typically do not involve a full-fledged execution of an IMC plan.
Downloads
References
Bove, L. L., & Davies, W. M. (2009). A case study of teaching marketing research using client- sponsored projects. Journal of Marketing Education, 31 (3), 230-239. DOI: https://doi.org/10.1177/0273475309344999
EdVenture Partners: http://www.edventurepartners.com/
Gaumer, C. J., Cotleur, C. A., & Arnone, C. (2012). Use of client-based projects in business education: A comparison of undergraduate and graduate pedagogy. The Coastal Business Journal, 11 (1), 70-81.
McCale, C. (2008). It’s hard work learning soft skills: Can client based projects teach the soft skills students need and employers want? The Journal of Effective Teaching, 8(2), 50-60.
Parsons, A. L., & lepkowska-White, E. (2009). Group projects using clients versus not using clients: do students perceive any differences? Journal of Marketing Education, 31 (2), 154-159. DOI: https://doi.org/10.1177/0273475309334169
Red Hawk Marketing Company: https://www.facebook.com/RedhawkMarketingCompany
Downloads
Published
Issue
Section
License
Copyright (c) 2015 Subir Bandyopadhyay
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Copyrights for articles published in IJIER journals are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author for more visit Copyright & License.
How to Cite
