Creating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action.

In this exercise, students were asked to devise a guerilla marketing campaign that achieved the four primary goals of guerilla marketing: message, unconventionality, hedonics, and value. Students documented their guerilla marketing event (via a video documentary) and discussed how they achieved their four objectives using the concepts and theories discussed from the lecture material. This exercise facilitated active and collective learning, and provided a practical experience for students. Creating video documentaries provides students with an opportunity to express their work in alternative ways that are traditionally not seen in a university classroom.