Postprint version. Published in Marketing Education Review, Volume 26, Issue 3, August 1, 2016, pages 126-142.
The definitive version is available at https://doi.org/10.1080/10528008.2016.1201769.
This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students’ perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.
Published by Taylor and Francis