A Picture is Worth a 1,000 Words: Using Collage to Explore Students Beliefs and Feelings about Marketing

This paper describes a simple creative exercise that utilizes collage as a tool for student expression of feelings and impressions as well as reflection and understanding of the question "What is marketing?" This engaging activity can enhance student learning and understanding of the marketing field by identifying and clarifying marketing misunderstandings, encouraging class participation, and building enthusiasm for the principles of marketing course. The project also has the potential to guide pedagogical action. As a learning tool, this imaginative exercise can be applied and adapted to a variety of additional contexts or courses.