Project-based Learning Approach to Marketing Competencies Development

VŠTE, Faculty of Corporate Strategy, Department of Tourism and Marketing, České Budějovice, Czech Republic

^* Corresponding author: dusek@mail.vstecb.cz

Abstract

Due to the requirements for matching the needs of employers with the job applicants’ skills, companies increasingly tend to use a key competency-based approach to select new marketers. The aim of this paper is to determine if the project-based learning method has helped developing economic university students’ key competencies that are essential in the marketing related jobs. For testing and developing such key competencies, the method of project-based learning have been implemented into the Marketing communication course at the Faculty of Economics, University of South Bohemia in Czech Republic. Results show that innovated course had a positive effect especially on the development of abilities to work effectively in team, assessing and analysing information or work independently.