(903)AN EXPERIENTIAL LEARNING METHOD IN UNDERGRADUATE MARKETING EDUCATION; CHALLENGES AND OPPORTUNITIES FOR SERVICE DESIGN BASED ON VALUE CO-CREATION

摘要

This paper discusses an integrated approach to experiential learning in undergraduate marketing courses. Students in market analysis and marketing management courses worked in small groups (4- 6)to co-create value for enhanced service design with stakeholders in nonprofit settings. Students were required to overcome challenges such as lack of end-user contact information, data collection constraints, and their own newness to applied statistics and analytical methods for strategic marketing. Ultimately their marketing skills yielded positive response and continued partnership with the nonprofit organizations served.