AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready skills. Cooperative team work and efficient time management seem to be particularly crucial to maximizing learning in and enjoyment of a real live client project. Implications for business pedagogy, curriculum, and instruction are discussed.
Recommended Citation
Chakravorti, Samit, "Experiential Learning in Marketing Education: Student Reflections in a Client based Project" (2026). AMTP Proceedings 2026. 12.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/12
