Today's students will work in an increasingly diverse environment which requires the ability to understand and connect with consumers from different social groups and cultures. The expectations placed on marketing practitioners to connect with a multiplicity of consumers requires a nuanced understanding of the different lifestyles, lived…

This paper presents the Sandwich model workshop, a novel approach that strengthens the integrated pedagogy of theory and practice. Designed to provide academic and industry knowledge in an experiential and layered manner, the workshop is an effort to mitigate previously experienced challenges where simultaneous exposure to theory and practice was…

This paper will critically examine how the two influential pedagogical approaches of action-based learning and constructive alignment relate to each other, and how they may differ in focus and basic assumptions. From the outset, they are based on similar underpinnings, with the student and the learning outcomes in the center. Drawing from…

Purpose: The purpose of this paper is to explore how university-based entrepreneurship programs, incorporating real-life venture creation into educational design and delivery, can bridge the gap between entrepreneurship education and technology transfer within the university environment. Design/methodology/approach: Based on a literature review…