JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Student Attitudes Toward Client Sponsors and Learning: An Analysis of the

Effects of Incorporating a Client-Sponsored Project in an Introductory Marketing Course

Author(s): Jane McKay-Nesbitt, Srdan Zdravkovic

Citation: Jane McKay-Nesbitt, Srdan Zdravkovic, (2013) "Student Attitudes Toward Client Sponsors and Learning: An Analysis of the Effects of Incorporating a Client-Sponsored Project in an Introductory Marketing Course," Journal of Higher Education Theory and Practice, Vol. 13, Iss. 3/4, pp. 113 - 125

Article Type: Research paper

Publisher: North American Business Press

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.