Experiential Learning as a Process Approach: An Application of a Client-Based Project in International Marketing Education

Abstract

As an experiential learning strategy, client-based projects are becoming increasingly popular in international marketing education. However, the philosophy and process that underpin experiential learning have not been fully explored in the marketing education literature. This paper clarifies the theoretical basis of experiential learning, as exemplified by Kolb’s (1984) four-stage learning process, consisting of concrete experience, reflective observation, abstract conceptualisation, and active experimentation. The applicability of the experiential learning process is “tested” in a client-based project used in teaching an undergraduate international marketing course, illustrating a design and strategy for an effective interface between academe and the “real world” of business, melding theory and practÿice.