This paper proposes a collaborative approach with the Computer Science Department and Product Design Course to conducting Marketing Management (MM) in the undergraduate program to achieve the skills critical to the 21st-century. These skills are collaboration and teamwork, creativity, and critical thinking and problem-solving. This study aims to present a case of innovative experiential learning in teaching an advanced MM course by bringing in students from other programs (collaborative learning) and working with real-life clients (experiential learning). Instead of the traditional teacher-centric lecturing and the use of case studies, this proposed approach is student-centric learning (i.e., students were tasked to identify the needs of the real life client and offer an innovative solution). Ninety five percent of the MM students found the new method to be effective in terms of: applying theory in real life situation, improving their ability to identify needs and opportunities, developing actual products/services based on the identified needs, working with an interdisciplinary team, enhancing their interpersonal skills, developing their leadership skills, improving their communication skills, and encouraging them to keep learning. Areas for improvement are also discussed in the paper.

PDF copy: https://doi.org/10.1016/j.ijme.2019.100309 d