Achieving Marketing Curriculum Integration: A Live Case Study Approach

Abstract

Movement toward more active, experiential learning pedagogies is a trend that has found increasing interest in the last decade. The reasons for this interest include creating a more involving and interesting experience for the student, creating a more memorable experience, and facilitating more effective and durable learning. This article discusses an innovative, team-based experiential learning project, oriented around a live case study. While live case studies have been used for some time, what is unique about this exercise is the use of a live case as an integrating project for three separate marketing courses. This large, integrative project provided students with real-life interactions between business entities that they would eventually face upon entry into the workforce. Important factors to consider in the design of integrative experiences such as this one are discussed.