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Marketing incubator experiential component

Design · All designs
Evidence · 1 claim (1 for) · 1 study (1 causal), q2 · 0 of 1 report an effect size · 1 claim rests on one study

Description

The marketing incubator is an optional final-exam replacement in a Consumer Behavior course in which "the class is given an opportunity to interact with a “real world” company and aid them in some portion of their marketing function." Student teams negotiate a scope of work with a client, act as a mock advertising agency with the professor as account executive, and are graded on deliverables against the agreed scope, with an informal end-of-semester presentation. It was worth 20% of the final grade, with extra credit available for exceeding scope. Fall 2011 deliverables included event planning, research, a social media plan, and creative planning for print advertising.

Design Implications

Context

Requirements

  • A real-world client company willing to identify marketing challenges and act as client; identical class time, syllabus, and assignments for participants and non-participants except the final

Constraints

  • Participation is elective, so participants self-select rather than being randomly assigned

Target Learners

  • undergraduate business students, primarily marketing majors and minors and arts administration students

Learning Goals

  • critical thinking
  • applying marketing knowledge to real-world client work

Claims

Examples

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Key Sources

  • Frank DeSimone and John Buzza. (2013). Experiential Learning: Improving The Efficacy Of An Undergraduate Business Degree. American Journal Of Business Education, 6(1). http://www.cluteinstitute.com/
Page metadata
Field Value
type design
id marketing-incubator-experiential-component
title Marketing incubator experiential component
description The marketing incubator is an optional final-exam replacement in a Consumer Behavior course in which "the class is given an opportunity to interact with a “real world” company and aid them in some portion of their mar...
status review
generated by process:settle-candidates on 2026-11-03
trust unverified — no one has confirmed this page's content
sources 1 — frank-desimone-and-john-buzza-2013

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