Students often identify specific moments or specific individuals who changed the courses of their academic experience, choices of careers, or the paths of their careers. Business schools have attempted to frame these moments and experiences in the form of high-impact practices (HIP). This research examines a live case competition with business…

The demand for marketing researchers is at an all-time high and continues to grow. Yet a disconnect exists between marketing research in industry and in academia; qualitative research is standard in the former, but often is overlooked in the latter's curricula. I argue that qualitative marketing research is an ideal topic for applying experiential…