How university students studying marketing learn from educational drama

This paper documents ways in which university students studying marketing learn from educational drama and reports on qualitative research used to evaluate the effectiveness of a drama-based approach to teaching a marketing subject at university. Interpretive research was conducted using multiple sources of evidence with thirty-two undergraduate students emolled in the elective subject New Frontiers in Marketing, offered at the Blacktown campus of the University of Western Sydney (UWS), New South Wales in 1999. A major conclusion drawn from the study is that educational drama facilitated student learning about marketing through a number of means, including: getting students physically involved in classroom activity; stimulating students to think creatively and independently; and encouraging students to apply prior learning.