Exploring Key Drivers of Transformational Learning Experiences in Marketing Education

Abstract

Marketers have the power to improve lives and make impactful contributions to society. The purpose of this study was to explore potential drivers of transformational learning experiences among a post-graduate marketing student cohort considering their participation in a real-life community engagement project. An experience types framework was used to explore student reflections of visiting an animal shelter as a community-based client. A reflection questionnaire including open-ended questions was used for data collection. Reflections were analyzed by means of a qualitative automated analysis using ATLAS.ti version 23, including responses from 48 participants. Findings show evidence of strong positive and negative emotions, insights gained into challenges faced by non-profit organizations and well as the ‘self’. Students indicated that the shelter visit changed their perceptions related to the role that they play as marketing professionals and intentions to volunteer their skills, donate and adopt from animals shelters in future.