Over the course of the past two semesters, experiential cross-pollination projects were incorporated into the classroom in a small (1100 students) private university’s Marketing Education program as a means of empowering the learner to develop cross-functional skills. This report highlights the second cycle of cross-pollination projects (Fall 2014), which involved traditional discipline-related classes [Marketing and Advertising]. In this cross-pollination project, seven teams from a Principles of Marketing Class developed and administered an on-campus survey of the Freshmen Class regarding attitudes toward their recent college selection process. Upon completion of the survey, the Marketing Teams compiled the collected data and provided a final summative Marketing Research Report to four teams from the Advertising class. Using the Marketing Research Report, the Advertising Teams developed and formally presented four unique Advertising Campaigns designed to increase the University’s appeal to the 2015 class of graduating seniors, to a panel of university administrators. Completing the cross –pollination process, prior to presenting to the administrative panel, the Advertising Class presented their respective plans to the Marketing Class for critique and evaluation. While the results are of a qualitatively anecdotal nature, this study intuitively concluded that the self-efficacy associated with student psychological empowerment is beneficial to student learning. Further the cross-pollination class approach engaged student team skills and developed communication competencies needed in the contemporary job market.
Daniel Coleman, Schreiner University, USA
Charles Salter, Schreiner University, USA
Stream: Higher education
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