Open AccessLive-Problem Project v. Client-Based Project: Which Is Most Effective for Perceived Learning of MBA-Level Marketing Concepts?
Author(s) -
Tracy Hill,
Dennis A. Paris,
David A. Nash,
Gary Blau
Publication year - 2020
Publication title -
journal of education and development
Language(s) - English
Resource type - Journals
eISSN - 2591-7250
pISSN - 2529-7996
DOI - 10.20849/jed.v4i3.806
Subject(s) - capstone , project based learning , test (biology) , psychology , core (optical fiber) , marketing , knowledge management , computer science , medical education , mathematics education , business , medicine , paleontology , telecommunications , algorithm , biology
We utilize a research design of the same professor teaching consistent course material across a core MBA marketing course to test whether a live-problem project (LPP) or a client-consulting project (CCP) is perceived by students as more effective for learning fundamental marketing concepts. Using teaching evaluation data, MBA students reported higher perceived learning from classes featuring a LPP versus those featuring a CCP. We speculate that LPPs may be more appropriate for teaching core marketing classes and CCPs for more advanced, integrative classes, such as the MBA capstone. Study limitations and future research issues are discussed.