Designing Marketing Courses Based on Self-Determination Theory: Promoting Psychological Need Fulfillment and Improving Student Outcomes

Purpose of the Study Experiential learning allows students to bridge theory and practice, and there is substantial research that points to the benefits of this approach. However, prior research has not explored reasons why experiential learning is effective. Not all experiential learning is created equally and not all students experience equal success; so, empirical research is needed to explain experiential learning effectiveness and provide guidance on course design that promotes success. This research uses Self-Determination Theory to address this gap in scholarship. Method/Design and Sample Self-Determination Theory suggests contextual fulfillment of psychological needs – autonomy, relatedness, and competence – is associated with increased student motivation and improved student outcomes. An Integrated Marketing Communication course was designed with the goal of increasing student perceptions of need fulfillment. Using a before/after survey with paired observation t-tests, this research compares student perceptions of need fulfillment and key learning outcomes in the current course to prior courses. Ordinary least squares regression was used to uncover the relationships between specific needs and outcomes. The sample consisted of 98 juniors and seniors. Results Consistent with SDT, results suggest that course design was successful in increasing psychological needs fulfillment and student perceived outcomes. Also, significant relationships were found between need fulfillment and student outcomes. Findings help illuminate underlying mechanisms that give experiential learning its power. The study suggests courses can be designed to promote psychological needs and, therefore, better student outcomes. Value to Marketing Educators This research informs design of future experiential learning marketing curricula according to Self-Determination Theory.