Live-problem project v. client-based project: Which is most effective for perceived learning of MBA-level marketing concepts?

Abstract

We utilize a research design of the same professor teaching the same material in the same MBA context to tease out whether ai life-problem project (LPP) or a client-consulting project (CCP) is perceived by students as more effective for learning core marketing concepts.  Using teaching evaluation data, MBA students reported higher perceived learning from classes featuring a LPP than those featuring a CCP.  We speculate that LPPs may be more appropriate for teaching core marketing classes and CCPs for more advanced, integrative classes such as the MBA capstone.  Study limitations and future research issues are discussed.