Branding in the classroom

This paper showcases active learning in the class room through hands-on learning activities. Active learning is a way to effectively facilitate and improve students' learning outcomes. We have developed a series of learning activities reinforcing marketing theories. In this paper, we provide details of a branding exercise and demonstrate its learning outcome. As part of a postgraduate marketing class, the learning activity requires students to develop a global brand for a new mp3 player to compete with the Apple iPod. Details are provided on the in-class activity consisting of the case study, questions and guidelines for conducting the practice-orientated exercise. The paper concludes with an analysis of student results and informal student comments on the activity. Preliminary results emphasise an increased level of student engagement and motivation to learn. From a marketing education point of view it provides academics with an example of how to apply concepts to real life examples in the class room and give students hands on experience. We found that students actively engaged in the experience and improved their learning outcomes through concretisation of the concepts discussed in class.