Workshop Series: Rebekah Bennett
Engaged students are committed and more likely to continue their university studies. Subsequently, they are less resource intensive from a university's perspective. This article details an experiential second-year marketing course that requires students to develop real products and services to sell on two organized market days. In the course, students participate as both consumers and marketers in a simulated world. The current article explores the effectiveness of this experiential assessment in terms of its ability to engage students. Comparing student engagement to a traditional lecture course and National Survey of Student Engagement benchmarks, the results suggest that the use of a simulated marketplace is capable of engaging students. Specifically, the assessment reported encourages more active learning and collaboration, is more academically challenging, and permits more student-faculty interaction than a traditional lecture-based course. The course structure outlined in this article permits the dynamics of a live marketing environment to be introduced into the classroom. The authors provide practical advice for educators seeking to design and implement engaging pedagogy.
Professor Rebekah Russell-Bennett (alumni of the UQ Business School) is from the school of Advertising, Marketing and Public Relations at Queensland University of Technology, Australia. She researches in the field of services marketing and social marketing and has obtained in excess of $500,000 in external grant funding. Rebekah has published in journals such as European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of Marketing Management, Journal of Services Marketing, Health Marketing Quarterly and Journal of Brand Management. Rebekah is the national president of the Australian Association of Social Marketing and has extensive industry collaborations with organisations such as Queensland Department of Health, Australian Breastfeeding Association, Australian Red Cross Blood Service, Queensland Catholic Education Commission and Queensland Department of Transport.