An Online Project-Based Competency Education Approach to Marketing Education. (December 2017)

• Record Type: Journal Article
• Authors: Ye, Christine; Van Os, Jerry; Chapman, Dick; Jacobson, Dax
• Is Part Of: Journal of marketing education. Volume 39:Number 3(2017:Dec.)
• Page Start: 162
• Page End: 175
• Publication Date: 2017-12
• Subjects: work-readiness -- competency-based education -- project-based learning -- online education -- applied learning; Marketing -- Study and teaching -- Periodicals; Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1177/0273475317724843
• Languages: English
• ISSNs: 0273-4753

Abstract

As the marketplace becomes more competitive, there is a growing demand for business educators to prepare graduates to adapt to the challenges of the marketplace. However, concerns regarding the pedagogical challenges of balancing conceptual knowledge and practical skills are accumulating in the academic literature. In this article, we make the case for an online project-based competency education model by describing the pedagogical framework and strategies that our institution has adopted and successfully implemented. We highlight some key takeaways addressing specific features of our program that create added value for students and ultimately help them become more competitive in the workplace. We conclude with implications, challenges, and directions for future research.