A Paradigm for the Selection, Use and Development of Experiential Learning Activities in Marketing Education

Given the importance of experiential learning in marketing education, this article explores the extensive theoretical background literature of experiential education. Following a discussion of the meaning, characteristics and processes of experiential learning, and a comparison of traditional to experiential learning, a paradigm is suggested for the selection, use and development of experiential learning activities in marketing education. Kolb's model of experiential learning is used as a theoretical foundation for the approach. This paradigm will assist marketing educators in the selection of experiential exercises which allow students to complete the entire learning process.