Enhancing Learning in Consumer Behavior by Incorporating Course Material into Radio Scripts

Abstract

This article describes an innovative, instructional method for consumer behavior in which students, within groups, incorporate course material into a radio script. Benefits, limitations, and implementation issues are examined, and empirical research is provided suggesting that this method of learning performs well on a wide range of educational criteria.

Get full access to this article

View all access options for this article.

References

Belch, George E. , and Michael A. Belch (1993). Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective. Homewood, IL: Irwin.

Butler, Daniel D. , and J. Ford Laumer, Jr. (1992). "Student Attitudes Toward Marketing Mix Activities in the Large Class Environment." Journal of Marketing Education, 14 (Fall): 40-46.

Cohen, William A. (1987). "Learning from Experiential Teaching Techniques in Marketing Courses as Perceived by Students. In Marketing Education: Issues and Applications,Proceedings of the 1987 WMEA Conference, edited by F. Palubinskas and B. Stern . Western Marketing Educators' Association, pp. 18-20.

Darian Jean C. (1988). "Retail Location Decision Making Using a Market Potential Approach: A Group Project." Journal of Marketing Education, 10 (Summer): 79-84.

Haas, Robert W. , and Thomas R. Wotruba (1990). "The Project Approach to Teaching the Capstone Marketing Course." Journal of Marketing Education, 12, (Summer): 37-48.

Malhotra, Naresh K. , Arem Taschian , and Arun K. Jain (1989). "The Project Method Approach: An Integrated Teaching Tool in Marketing Research." Journal of Marketing Education, 11 (Summer): 32-40.

Moriarity, Sandra E. (1990). Creative Advertising Theory and Practice. 2d ed. Englewood Cliffs, NJ: Prentice Hall.

Ramocki, Stephen (1987). "Measured Effectiveness of Client Sponsored Consulting Projects in a Marketing Research Course." Journal of Marketing Education, 9 (Spring): 24-30.

Russell, J. Thomas , and W. Ronald Lane (1993). Kleppner's Advertising Procedure. 12th ed. Englewood Cliffs, NJ: Prentice Hall.

10.

Sandler, Dennis , and Michael A. Kamins (1987). "Cognitive and Affective Dimensions of Educational Objectives: Scale Development and Measurement." Journal of Marketing Education, 9 (Fall): 52-57.

11.

Strong, James T. , and Rolph E. Anderson (1990). "Free-riding In Group Projects: Control Mechanisms and Preliminary Data." Journal of Marketing Education, 12 (Summer): 36-44.

12.

Stock, James R. , Marie Adele Hughes , and Lisa Portwood Wahl (1990). "Use of a High Involvement Instructional Method to Enhance Students' Learning of Distribution Concepts." Journal of Marketing Education, 12 (Fall): 22-28.

13.

Weinstein, Art , Bruce Seaton , and J. A. F. Nicholls (1991). "Students as Marketing Consultants." Journal of Marketing Education, 13 (Summer): 36-44.

14.

Williams, David L. , John D. Beard , and Jone Rymer (1991). "Team Projects: Achieving Their Full Potential." Journal of Marketing Education, 13 (Summer): 61-67.