Students’ Perceptions of an Experiential Learning Company Marketing Project in a Business Education Course
Keywords:
experiential learning, business company projects, higher education, business education, career developmentAbstract
Didactic instructional strategies in undergraduate business programs fail to prepare students for the challenges of the global marketplace, as employers express concerns about the skills of U.S. business graduates. This single case study explored how students perceive experiential learning company projects in an undergraduate business education course and their impact on developing career-ready skills. Data from reflection journals, interviews, and classroom observations were analyzed using Kolb’s (1984) experiential learning theory as the framework for the study. Findings revealed that students viewed experiential learning projects as contributory in enhancing their 21st-century career skills for entry into the workforce, with a preference for courses that integrate realworld company projects. This study offers undergraduate business educators and staff pertinent information regarding integrating experiential learning company projects into the classroom and their value in improving students’ career readiness.
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