What students really think of clients

Ling, P 2011, 'What students really think of clients', in Martin MacCarthy (ed.) Proceedings of the ANZMAC Australian and New Zealand Marketing Academy Conference 2012, Perth, Western Australia, 28-30 November, 2011, pp. 1-7.


Document type: Conference Paper
Collection: Conference Papers

Title What students really think of clients
Author(s) Ling, P
Year 2011
Conference name ANZMAC Australian and New Zealand Marketing Academy Conference 2012
Conference location Perth, Western Australia
Conference dates 28-30 November, 2011
Proceedings title Proceedings of the ANZMAC Australian and New Zealand Marketing Academy Conference 2012
Editor(s) Martin MacCarthy
Publisher Edith Cowan University
Place of publication Perth, Western Australia
Start page 1
End page 7
Total pages 7
Abstract The Google Online Marketing Challenge has attracted over 45,000 students from 800 universities globally since 2008. Research on the Google Challenge has primarily focused on benefits of the competition but not on the experiential reflections of what students really think of clients, who are fundamental to the Challenge. This paper analysed the learning reflections of 40 marketing communications students who worked with 10 clients in a 2010 Google Challenge class. Themes that emerged were ‘Committed Clients’, ‘Uncommitted Clients’, ‘Positive Neglect’, and ‘Sustained Commitment’. Findings have implications for future student teams and clients of the Google Challenge, including other student-client projects.
Subjects Marketing Communications
Keyword(s) Google Online Marketing Challenge
experiential learning
reflective learning
consultant-client relationships
Copyright notice © 2011 The Authors
ISBN 9780646563305
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