IMPROVING MASTERY OF PRINCIPLES OF MARKETING CONCEPTS THROUGH INTERDISCIPLINARY LEARNING AND INTEGRATED BUSINESS PROJECTS

As marketing educators, we face a challenge to provide innovative and challenging learning environments that respond to student needs. The Integrated Core Program is an innovative approach to enhancing and improving upon undergraduate Principle of Marketing students’ mastery of content along with further developing their critical thinking skills. The ICP uses authentic, ambiguous, interdisciplinary projects to achieve these goals. Both direct...