Enhancing Marketing Education: Experimenting Learning by Doing Method in Operational Marketing

This paper presents the result of a research developed with the main objective of improving the performance of teaching methods in a specific discipline: marketing. Another objective of this research is to measure the results of this first learning by doing method experience in order to improve and develop it. Marketing is a discipline that requires both art and science skills. To achieve this, students need to develop soft and creative skills. Our research employs quantitative methods and collects data through questionnaires. The participants in our research were students who had completed an operational marketing course using a learning-by-doing approach. The statistical data collected from questionnaires and observations of student behaviors support the effectiveness of this approach in enhancing both hard and soft skills. The learning-by-doing method encourages problem-solving, teamwork, communication, time management, and goal orientation while improving the students’ sense of innovation and creativity. The results show that the learning-by-doing teaching method is an effective way of preparing marketing students for the job market, enhancing their hard and soft skills, and fostering innovation and creativity.