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Creating Student Engagement: The Kickstarter Active Learning ProjectAuthor(s): Elliott Manzon
Publication Name: Marketing Education Review
Volume: 27, Issue: 2, Page Number(s): 115-118
Students can become disengaged from marketing material if they cannot see the direct application. Marketing material needs to be applied to a meaningful business task to engage and motivate students. This article introduces the Kickstarter Active Learning Project—an innovative semester-long project in which students create a Kickstarter crowdfunding website. The key pedagogical innovation is that student knowledge is applied immediately to the real-world task of creating a Kickstarter website leading to increased engagement.