Live-Problem Project v. Client-Based Project: Which Is Most Effective for Perceived Learning of MBA-Level Marketing Concepts?

We utilize a research design of the same professor teaching consistent course material across a core MBA marketing course to test whether a live-problem project (LPP) or a client-consulting project (CCP) is perceived by students as more effective for learning fundamental marketing concepts. Using teaching evaluation data, MBA students reported higher perceived learning from classes featuring a LPP versus 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.