Marketing Theatre Education: Using Improvisation for Teaching and Learning
This paper describes an approach for teaching marketing skills to tertiary students through improvisational theatre experiences. These skills of communication, creativity, ambiguity-tolerance, team building and problem-solving have been identified by researchers to be crucial in the marketing field and often missing in marketing education. While some researchers have already established a link between marketing and theatre, this paper builds upon that literature to suggest an improvisational model that aligns marketing education and employers’ expectations. This improvisational model was implemented in one graduate and one undergraduate marketing class and data was collected. A preliminary analysis of the data indicates that students see this model as an effective method for learning marketing skills.