Mobile Business Retailing: Driving Experiential Learning on Campus

Autor/inn/en	Fischbach, Sarah; Guerrero, Veronica
Titel	Mobile Business Retailing: Driving Experiential Learning on Campus
Quelle	In: Journal of Marketing Education, 40 (2018) 1, S.56-65 (10 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475317733509
Schlagwörter	Business Communication; Retailing; Telecommunications; Handheld Devices; Marketing; Student Projects; Teaching Methods; Student Motivation; Entrepreneurship; Experiential Learning; Course Content; Instructional Innovation; Student Attitudes; Undergraduate Students; Course Descriptions + Suchen Sie Ihr Suchwort? Unternehmenskommunikation; Warenwirtschaft; Telekommunikationstechnik; Schulprojekt; Teaching method; Lehrmethode; Unterrichtsmethode; Schulische Motivation; Unternehmungsgeist; Experiental learning; Erfahrungsorientiertes Lernen; Kursprogramm; Educational Innovation; Bildungsinnovation; Schülerverhalten; Kursstrukturplan
Abstract	Engaging students in the classroom is a struggle all faculty face especially in the age of modern technology. This article proposes a novel approach to engage and motivate students through the mobile business "on wheels" marketing concept. The growth in mobile business retailing (e.g., food trucks, mobile dog groomers, etc.) is an appealing concept for today's entrepreneurial-minded students. This concept provides students with an opportunity to combine their creativity with their understanding of the seminal marketing concepts of a principles of marketing course. The project involves two marketing challenges: the promotion of a mobile business retailing event on campus and the development of a marketing plan for a unique mobile business retailing idea developed by the students. The project provides a variety of hands-on, engaging pedagogies to guide the students from concept creation based on primary research through campaign proposals integrating digital media examples. Resources in project design, implementation, evaluation, and critical analysis of this comprehensive marketing project are outlined in this article. Recommendations for future research and implementation are also provided. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01