Proposal Abstract

This presentation focuses on how the use of cognitive apprenticeship methods within the UA Sales Lab promotes authentic learning, and contributes to the development of effective learning environments in which students develop into professional practitioners. This type of environment offers students an alternative to traditional classroom learning that is found in most marketing departments. Audience members can expect to learn the theoretical basis for cognitive apprenticeship, why it is important for education, and how it might look across multiple disciplines. The audience will be engaged through questioning and a visual demonstration of cognitive apprenticeship at work within the University of Alabama Sales Lab.

Location

Room 2905

Publication Type and Release Option

Presentation (Open Access)

 
Mar 10th, 11:00 AM Mar 10th, 11:45 AM

Learning Personal Selling through Cognitive Apprenticeship: Creating More Authentic Instruction through a Sales Lab

Room 2905

This presentation focuses on how the use of cognitive apprenticeship methods within the UA Sales Lab promotes authentic learning, and contributes to the development of effective learning environments in which students develop into professional practitioners. This type of environment offers students an alternative to traditional classroom learning that is found in most marketing departments. Audience members can expect to learn the theoretical basis for cognitive apprenticeship, why it is important for education, and how it might look across multiple disciplines. The audience will be engaged through questioning and a visual demonstration of cognitive apprenticeship at work within the University of Alabama Sales Lab.