Experiential learning for Marketing students in a time of learner disengagement: Is there a role for competition?

Griffiths, K, Chung, E and Steel, M 2016, 'Experiential learning for Marketing students in a time of learner disengagement: Is there a role for competition?', in Dr David Fortin and Dr Lucie K. Ozanne (ed.) Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC 2016), Christchurch, New Zealand, 5-7 December 2016, pp. 594-600.


Document type: Conference Paper
Collection: Conference Papers

Title Experiential learning for Marketing students in a time of learner disengagement: Is there a role for competition?
Author(s) Griffiths, K
Chung, E
Steel, M
Year 2016
Conference name ANZMAC 2016: Marketing in a Post-Disciplinary Era
Conference location Christchurch, New Zealand
Conference dates 5-7 December 2016
Proceedings title Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC 2016)
Editor(s) Dr David Fortin and Dr Lucie K. Ozanne
Publisher University of Canterbury
Place of publication Christchurch, New Zealand
Start page 594
End page 600
Total pages 7
Abstract For many years, marketing educators have incorporated experiential learning into study programs. Experiential learning has been suggested as an effective way of developing more skilled, work-ready graduates. However, research has also reported high levels of academic disengagement by higher education students. Academics also understand that engaging student attention has become increasingly difficult. There have been suggestions that competition could increase the level of student engagement. This paper explores the impact of competition on student learning, involving undergraduate Marketing students in one university in Australia. It studied whether a competitive element engaged the students in an experiential learning project, and the effect of the competitive element on their studies. Our findings suggest that the level of engagement by the students increased as they progressed through each stage of the competition. The competitive element kept students interested, and their attention maintained over the six-month timeframe.
Subjects Marketing not elsewhere classified
Keyword(s) Experiential learning
Student engagement
Competition
Marketing skills
Gen Y
Copyright notice © 2016 ANZMAC
ISBN 9780473376604
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