ACRA Charrette: The Ultimate Learning Experience

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Retail Education Today


Experiential learning has been examined by academics for decades. Journals such as Marketing Education, Marketing Education Review, Journal of Business Education, Journal of Advancement of Marketing Education, just to mention a few, focus on the educational theories and learning processes, yet the topic is so important that research in the area spills over into more traditional journals such as Journal of Business & Industrial Marketing, Journal of Marketing. Pedagogy tracks and special sessions have begun to dominate many marketing conferences. The experiential opportunities examined in these run the gamut from traditional methods of cases, games, and role playing to newer technological forms including computer simulations and blogging. These are all very practical forms, but most still confine the students to the comfort zone of the classroom, primarily under the supervision of their professors or instructors. Internships or cooperative education opportunities take students out of the classroom into the business world with the idea of expanding higher education beyond the educational environment into the real world to enhance students’ preparations for their careers.

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