A study of Wisconsin marketing teachers' perceptions of school-based enterprises based on Kolb's experiential learning model

Abstract

Many secondary marketing programs run school-based enterprises to provide students unique hands-on learning experiences. There is little evidence that school-based enterprises are being implemented based on sound learning theory. This study will look at how school-based enterprises run through marketing programs in Wisconsin are being implemented based on Kolb's Experiential Learning Theory. The study seeks to answer the following questions: 1. What types of school-based enterprise do marketing educators currently operate? 2. What types of concrete experiences are students participating in? 3. How does the school-based enterprise contribute to higher order student learning? A mixed methods approach was undertaken, involving a descriptive survey, utilizing rating scales and open ended writing prompts. Data will be presented as a combination of descriptive statistics and enduring themes.