Engaging students in marketing classes

High levels of student engagement have been linked with better student learning outcomes, such as the quality of their output. Marketing has traditionally been delivered in a teacher-centric model, as opposed to a student-centric model which better encourages independent learning. Important aspects of the latter model are interactivity, active and collaborative learning, and enriching educational experiences. The author has experimented with various aspects of his marketing classes and combined student feedback with findings from focus groups conducted with business students to derive a preliminary model of student engagement. The model was tested via quantitative research and initial analysis reveals tentative support for directly linking elements in the Lecturer’s Approach and Learning Support to the level of student engagement