Abstract
ABSTRACT Students routinely struggle with grasping and retaining the content of marketing research courses. To combat this problem, a new market research course was designed that applies all content in the course to an outdoors-based experiential learning project. Specifically, a hands-on nature therapy project was used that involves developing a marketing plan for a new service experience based in the outdoors. The course culminates with students participating in a backpacking trip where they lead the nature therapy experiences they designed through primary market research. Discussion builds on application of outdoor education as a model and instrument of learning research concepts.
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