Student Attitudes Toward Client Sponsors and Learning: An Analysis of the Effects of Incorporating a Client Sponsored Project in an Introductory Marketing Course

Authors

Jane McKay-Nesbitt, Bryant University
Srdan Zdravkovic, Bryant University

Document Type

Article

Comments

Published in the Journal of Higher Education Theory and Practice, volume 13 issue 5, 2013.

Publisher

North American Business Press

Publication Source

Journal of Higher Education Theory and Practice

Abstract

This study examines i) the effects of a client-sponsored project (CSP) on student attitudes toward a sponsoring client, ii) the effects of a CSP on student attitudes toward learning core marketing concepts, and iii) moderators of student attitudes toward learning core marketing concepts. Introductory marketing course students prepared marketing plans for a client-sponsor who awarded cash prizes. The CSP yielded i) positive student attitudes toward client sponsors and ii) beliefs that CSPs enhance learning of core marketing concepts and increase confidence in academic ability. Positive attitudes toward competition and instructor helpfulness strengthened student perceptions that the CSP enhanced learning.