“Can We Have Class Outside?” Implications of the Natural Environment for Marketing Pedagogy

Abstract

This paper argues that learning experiences in natural habitats can provide unique learning outcomes for marketing students, contributing to the development of marketing knowledge and the acquisition of skills and perspectives that can contribute to success in the marketing profession. Two direct applications are discussed: (1) a nature-based learning experience (class hike) in which students applied nature metaphors (specifically, evolutionary processes) and biomimicry; and (2) a similar hiking experience designed to help students develop observational and product/service development skills