ADOPTING A DESIGN-THINKING MULTIDISCIPLINARY LEARNING APPROACH: INTEGRATING MOBILE APPLICATIONS INTO A MARKETING RESEARCH COURSE.

This article seeks to address the gap between marketing education and marketing practice by integrating a design-thinking (DT) methodology to the marketing research (MR) framework to achieve learning objectives that will enhance cross-functional, collaborative, conceptual, and technical skills. The mobile application marketing research project allows students to undergo each step of the DT and MR process in a nonlinear fashion, involving iterations of steps. Findings indicate that students enhanced their knowledge, relationship building, participation, enthusiasm, and creativity. An implementation plan is provided for instructors to use in marketing research classes. [ABSTRACT FROM AUTHOR]

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