Partnering Knowledge and Experience: The Business Classroom as Laboratory

Though experiential learning methods are frequently used today in university classrooms, the true promise of experiential models is not commonly fulfilled. The authors present a new model, the Knowledge/Experience Integration Learning Model. This model provides a framework by which marketing educators can fully realize the experiential learning promise, creating a traditional laboratory experience, as in the physical sciences, within the business classroom. The authors present the application of this model in an advertising promotion class, guidelines, and suggestions for additional applications.