Adding value to first-year undergraduate marketing education: team-based learning as a strategic response to changing modern educational environments

AbstractThis paper explains the University of Auckland Business School’s strategic response to a rapidly changing global educational environment through the redevelopment of its first-year core undergraduate curricula experience. Central to this was the decision to adopt team-based learning (TBL) as a key component in the design and delivery of a new approach. Not simply adding value to marketing education, the delivery of its first-year academic content is from a highly interdisciplinary perspective, thereby substantially differentiating it from traditional ‘Marketing 101’. This adoption of TBL emphasizes a strategic focus on achieving three key objectives: to take an integrated and interdisciplinary approach to the first-year undergraduate business experience; to embed a strong focus on the development of students’ academic and professional skills; and to place a strong focus on supporting the first-year transition. The paper details the implementation of this strategy and its subsequent and ongoing con...