Education Commons^™

This paper reviews benefits of experiential learning to highlight the value of the approach for advancing macromarketing education. We consider how incorporating experiential learning projects into core marketing courses can help deliver macromarketing education and enhance the delivery of critical micromarketing principles for a broad range of business students. Experiential learning reflects a dynamic, four-stage learning process emphasizing concrete experience, reflective observation, abstract conceptualization, and active experimentation. Experiential learning projects that achieve the four stages of experiential learning help business students understand how to frame managerial decisions in terms of the broad moral, political, and social contexts in which all …