Evaluation of the Work-Integrated Learning Methodology: Teaching Marketing through Practitioner Experience in the Classroom

Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, Francisco Javier Montoro-Ríos and María Isabel Arias Horcajadas
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Luis-Alberto Casado-Aranda: Department of Marketing and Market Research, University of Granada, Campus Universitario Cartuja, 18011 Granada, Spain
Juan Sánchez-Fernández: Department of Marketing and Market Research, University of Granada, Campus Universitario Cartuja, 18011 Granada, Spain
Francisco Javier Montoro-Ríos: Department of Marketing and Market Research, University of Granada, Campus Universitario Cartuja, 18011 Granada, Spain
María Isabel Arias Horcajadas: Department of Marketing and Market Research, University of Granada, Campus Universitario Cartuja, 18011 Granada, Spain

Mathematics, 2021, vol. 9, issue 17, 1-13

Abstract: The teaching methodology in university marketing subjects has traditionally been based on “lecture classes”, which have proved to be insufficient for providing students with professional skills that can be directly applied in the workplace. This research aims to reduce this gap between the university and business by applying the active teaching methodology of work-integrated learning (WIL), which consists of providing students with knowledge and experiences directly from professionals that are invited to the classroom. We evaluated the effects of the WIL methodology on university students in a marketing degree course through self-administered questionnaires. During a semester, perceived personal, academic, and professional outcomes were assessed in two groups of students of the same module, one of which participated in the WIL program (i.e., they received lectures by professional marketing experts who were invited to the classroom and explained, through real examples, the content of the subject being taught), and the other served as a control (i.e., they learned the content only through traditional lectures from the college instructor). The results revealed that the students who took part in the WIL program experienced increased motivation, enjoyment, and interest in the subject. Furthermore, they had an increased understanding and acquisition of the concepts, as well as a greater perceived ability to manage companies and a comprehension of the economic environment. These findings constitute an advance because they identify the benefits of applying WIL in knowledge fields where the acquisition of professional skills is crucial for graduates’ entry into the labor market.

Keywords: work-integrated learning; marketing; professional experiences brought into the classroom; university; motivation; interest (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2021
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