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Direct linkManzon, Elliott – Marketing Education Review, 2017
Students can become disengaged from marketing material if they cannot see the direct application. Marketing material needs to be applied to a meaningful business task to engage and motivate students. This article introduces the Kickstarter Active Learning Project--an innovative semester-long project in which students create a Kickstarter…
Descriptors: Active Learning, Student Participation, Learner Engagement, Marketing
