Purpose of the Study: The recent marketing education literature suggests that experiential learning is superior to traditional lecture and test methods. However, student teams can add complexity and chaos, comparatively, and present challenges for both faculty and students. This study presents a potential remedy to this complication via an innovative approach: Using former students as student sales managers (SSMs) to enhance pedagogical delivery and students’ learning. Method/Design and Sample: This study utilizes a two-group analysis of 72 undergraduate students in a basic sales class performing the same real-world selling project. Non-SSM (control) and SSM-managed teams were assessed during a single academic quarter. SSMs were recruited from a prior class and randomly assigned to teams. Measures were assessed using sales dollars and class evaluations. Results: Results confirmed a statistically significant difference (p < .05) between the groups (non-SSM versus SSM-managed students) on both measures. The findings reveal that the SSM recruiting/training approach heightened students’ project performance (sales) and students’ course satisfaction compared to the non-SSM group. The SSM managed teams had a lower reported level of team conflict than the non-SSM teams. Value to Marketing Educators: This instructional innovation is an effective way for faculty to improve class management, student evaluations and increase learner project performance. Also the administrative burden can be reduced as student management tasks were shifted from the instructor to the SSMs. Faculty interested in adopting the SSM method are offered tips on recruiting and managing SSM led classes, applicable to a range of courses utilizing various team projects.
Rocco et al. (Fri,) studied this question.