TY - JOUR
T1 - A SNAPSHOT OF THE MARKETING CAPSTONE COURSE AT U.S.-BASED AACSB SCHOOLS
AU - Bartholomew, Darrell E.
AU - Newman, C. M.
AU - Newman, L. M.
N1 - Publisher Copyright:
© 2020 Society for Marketing Advances.
PY - 2021
Y1 - 2021
N2 - This study provides an updated view of the marketing capstone course by sharing content including textbooks, cases, simulations, and engaged learning approaches and technologies used in teaching the course to undergraduate students. Using a content analysis methodology, we analyzed data from 122 syllabi from U.S.-based AACSB schools. Our findings suggest that the student-to-business approach is preferred for incorporating new technologies and engaging students, while the use of cases and marketing plans continues to be the most popular type of engaged learning following student-to-teacher and student-to-student teaching approaches. Feedback from professors for improving the design of the marketing capstone course and their use of technology are also provided.
AB - This study provides an updated view of the marketing capstone course by sharing content including textbooks, cases, simulations, and engaged learning approaches and technologies used in teaching the course to undergraduate students. Using a content analysis methodology, we analyzed data from 122 syllabi from U.S.-based AACSB schools. Our findings suggest that the student-to-business approach is preferred for incorporating new technologies and engaging students, while the use of cases and marketing plans continues to be the most popular type of engaged learning following student-to-teacher and student-to-student teaching approaches. Feedback from professors for improving the design of the marketing capstone course and their use of technology are also provided.
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U2 - 10.1080/10528008.2020.1843359
DO - 10.1080/10528008.2020.1843359
M3 - Article
AN - SCOPUS:85096330817
SN - 1052-8008
VL - 31
SP - 26
EP - 40
JO - Marketing Education Review
JF - Marketing Education Review
IS - 1
ER -