Abstract

The following article outlines the importance of classroom engagement through use of innovative group projects within a marketing research class. Project findings address learning engagement, student loyalty, and enhanced learning using an experiential learning based project designed to help students produce a marketing research project. The learning by design project details the course structure, segmented project sections, learning goals, and approach used to ensure student engagement with professor, client, and active learning within the course project. Study implications focus on student success and methods to address engagement factors.

中文翻译：

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营销研究：创新、体验式学习和学生参与

摘要

下面的文章通过在营销研究课程中使用创新的小组项目概述了课堂参与的重要性。项目结果使用旨在帮助学生制作营销研究项目的基于体验式学习的项目解决学习参与度、学生忠诚度和增强学习。设计学习项目详细说明了课程结构、分段项目部分、学习目标以及用于确保学生与教授、客户和课程项目中主动学习的参与的方法。研究意义侧重于学生的成功和解决参与因素的方法。