Role-Play . . . Take 1 . . . Action: An Experiential Activity for Marketing Students

Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of “consumer decision-making.” The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Ro...

Full description

Saved in:
Bibliographic Details
Published inJournal of education (Boston, Mass.) Vol. 203; no. 2; pp. 381 - 389
Main Authors Koul, Surabhi, Jasrotia, Sahil Singh
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.04.2023
Sage Publications Ltd
Subjects
Business Administration Education
Business education
College Students
Consumer behavior
Decision Making
Experiential Learning
Learning Activities
Marketing
Role Playing
experiential learning
consumer decision-making
marketing education
role-play
Online AccessGet full text

Cover

More Information
Summary:Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of “consumer decision-making.” The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Role-play seems to offer a practical and engaging platform for faculties that can help stimulate learning. With the blend of real-time situations, role-play can serve as a useful tool to fulfill the marketing course’s many learning objectives. Instructors can further use the activity set up in the study on marketing courses in teaching consumer behavior.
ISSN:0022-0574
2515-5741
DOI:10.1177/00220574211038691