An Involvement-Oriented Approach in a Medium-Sized Marketing Principles Class

Presented in this article is a proposed involvement-oriented solution to the lecture/discussion and multiple-choice/essay dilemma confronting instructors of medium-sized (50–100 students) business classes. The approach was developed and subsequently implemented in a marketing principles class. The position taken by the authors is that knowledge and understanding developed through active learning can best be cultivated through practical application and involvement. An involvement-oriented approach is presented that has been designed to increase the level of active student learning. More specifically, the following pedagogical methods are explained and their use rationalized: (a) in-class involvement exercises, (b) chapter summary notes, (c) application-type, multiple-choice questions, and (d) the exam written-appeal process. Upon implementation, the instructors and students concluded that, though increased effort was required, the results made it worthwhile.