Information literacy as a learning outcome in marketing research

Abstract

Becoming familiar with the processes of obtaining information and applying it in new ways are important to learning how to do marketing research. This article describes an innovative approach to developing information literacy through a series of student marketing research projects developed for use in a virtual learning environment. These projects incorporate the latest ideas presented in the marketing education literature; each has clear learning goals and relates student activities to aspects of experiential learning. Thus, the project designs promote information literacy and require students to close the learning loop by communicating marketing research insights in a manner suitable for business managers. The authors recommend that students work individually, rather than in teams, to maximize flexibility and the breadth of learning. Student engagement, enhanced information literacy, and student satisfaction with interactivity and learning from project assignments offer measures of academic success.