Developing a Marketing curriculum based on outcome‐based education: Integrating the flipped classroom approach and a group marketing plan project

Outcome‐based education (OBE) concept was adopted in different courses. Two‐hundred university students majored in business administration in a Chinese private university participated in the research. Among them, 44 students did an online questionnaire and 174 students responded to an online questionnaire. In this study, a quasi‐experiment was adopted. The purpose of the research was to explore a better learning approach which targeted business students and make a curriculum plan of Marketing Course based on OBE concept. The innovation of this study lies in breaking down the design of a group integrated marketing plan project into small projects for each class and integrating them into a flipped classroom throughout the whole semester. This study took into account students' different abilities and tailored teaching approaches.