Refining a strategic marketing course: Is a ‘flip’ a good ‘fit’?

A ‘flipped’ approach to the delivery of higher education is becoming increasingly possible as older style teaching rooms are adapted to seamlessly integrate interactive technologies. This paper describes challenges in refining a capstone strategic marketing course as it transitions to a ‘flipped’ mode. The current course already has many ‘active’ learning elements that encourage student participation. However, in suggesting a move to a ‘flipped classroom’, the increased opportunity for meaningful peer interaction should further reinforce the main course objective – to equip students to cope in an uncertain world. Fine-tuning the course draws on notions of co-creation found in both the marketing and educational literatures. The conclusion of this paper is that the aims of a strategic marketing course, to provide resilient thinking marketing strategists, would sit well with a pedagogy that encourages students to participate in collaborating in their own learning in a dedicated shared learning ‘space’.