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- Title
Experience marketing from a teaching and learning perspective.
- Authors
Leppiman, Anu; Riivits-Arkonsuo, Iivi; Kukk, Jana
- Abstract
The current paper aims to examine how business schools can utilize concepts from experience marketing in the teaching practice. The theoretical framework of this study is derived from holistic human and learning theories. The paper compares the educational and experience production models. The methodology involves interpretive research and sensory ethnography. The empirical research material has been collected within the years 2013 to 2016 and consist of learning diaries and project presentations. The study proposes insight into students' learning experiences gained in master program course at Tallinn School Business and Governance. The problem-based, active, experiential teaching method helps MA students to increase their competitiveness. Moreover, the efficient and advantageous course helps students to develop and design their business ideas and acquire collaboration skills. On the other side, the paper discusses teaching experiences. The learning of the experience design takes place only in the co-creation and through interactions between two eager partners. Without bearing in mind the learners' needs and motivation, the learning experience cannot be designed.
- Subjects
MARKETING strategy; TEACHING methods; ETHNOLOGY
- Publication
Journal of Marketing Trends (1961-7798), 2018, Vol 5, Issue 2, p113
- ISSN
1961-7798
- Publication type
Article