Group Learning in Marketing: An Exploratory Qualitative Study of its Usefulness

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Title Group Learning in Marketing: An Exploratory Qualitative Study of its Usefulness
Author Sweeney, Arthur; Weaven, Scott Keith W
Publication Title Proceedings of ANZMAC 2005
Editor ANZMAC 2005
Year Published 2005
Place of publication Perth
Publisher University of Western Australia
Abstract Group projects are often assigned in business schools to improve student comprehension of course content and build teamwork skills. Although the literature examining the usefulness of group projects is extensive, the link between cooperative leaning, group performance and skills transfer in workplace contexts, remains unclear. In addition, group-learning research within the marketing discipline in Australian higher education institutions is limited. Focus groups were conducted with a sample of 107 postgraduate and undergraduate marketing students. Results confirm that group work facilitates the development of interpersonal skills and higher-level learning. In addition, there is the promise of transfer of learning to other situations. However, students appear to be negatively disposed to group work at the start of a teaching semester, signaling the need for instructors to prepare, coach and debrief students as to the expected benefits associated with participation in group exercises throughout teaching periods.
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Copyright Statement Copyright remains with the authors 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
Conference name ANZMAC 2005: Broadening the Boundaries
Location Freemantle, Western Australia
Date From 2005-12-05
Date To 2005-12-07
Date Accessioned 2006-02-10
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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