Learning Marketing Management from New Product Development of School Souvenirs

Project: Ministry of EducationMinistry of Education Grants Research

Project Details

Abstract

In the last five years, it is observed that, in the industry and classroom, marketing management education is facing the issue that students only want to pass the exam but do not have the motivation to learn and the ability to solve marketing problems. On the other hand, the universities cannot provide marketing management education with a place for implementation practice. As a result, most teachers, who lack practical experience in marketing, cannot lead students to learn marketing by implementation practices. This study introduced a new teaching method to students and lead them to learn marketing management from the new product development of school souvenirs. With years of practical experience in marketing, the researcher adopted a way that a marketing manager coaches junior marketers in a company to lead students to implement a marketing plan. At the same time, the original teaching method was applied to another class as a control group. The methodology of action research was adopted in this study. Experiential learning theory was applied to the marketing management course to stimulate learning motivation and help students respond to the rapidly changing marketing environment. By coaching students to develop a series of new souvenirs for the school, related marketing management knowledge was taught and applied to the new product development of school souvenirs. At the end of the semester, (1) mid-term and final exam, (2) evaluation of teaching, and (3) focus group interviews were used to assess the learning effect under this experiential learning method. Continuously review and improvement were based on that result. By introducing the new learning method of implementation practice, this study completed the purposes: (1) to demonstrate an implementation practice environment for marketing management education, (2) to verify this new learning method can help students to gain practical experience of implementing a marketing plan, and (3) to verify this new learning method can improve the evaluation of teaching materials and knowledge acquired in the marketing management course.

Project IDs

Project ID:RP00000021
External Project ID:PBM1090442

Embargo

09-Aug-2021
StatusFinished
Effective start/end date01/08/2031/07/21

Keywords

  • new product development
  • marketing education
  • experiential learning theory
  • action research

Fingerprint

Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.