The Impact of Peer Mentoring on Marketing Content Mastery. Issue 3 (1st September 2016)

• Record Type: Journal Article
• Authors: Metcalf, Lynn E.; Neill, Stern; R. Simon, Lisa; Dobson, Sharon; Davis, Brennan
• Is Part Of: Marketing education review. Volume 26:Issue 3(2016)
• Page Start: 126
• Page End: 142
• Publication Date: 2016-09-01
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2016.1201769
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students' perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.