Abstract
Creative innovations are inextricably intertwined both in HE and the retail sector, forming an eco-system which exacerbated during the global pandemic. Moreover, emphasis on future machine capabilities which threaten jobs in all sectors is indicating the need to embrace technological developments and ensure that students are equipped with industry ready skills. Therefore, opportunities are needed for students to become creative innovative marketers. Consequently, assessments in retail marketing need to respond to this change, with a move to reflect the “real-world” understanding of the retail industry. We offer a framework enhancing experiential learning theory (ELT) with an assessment that illustrates how students can gain “futureproof” employability skills. The assessment requires the design of an innovative virtual concept store, which enables students to experience industry, digital and creative skill development. Using the course results as the unit of analysis, the key outcomes show skill development for digital citizenships, and the facilitation of creative thinking and problem solving. Our key contributions are enhancing the ELT through an outcome focused framework and enabling the development of creative, analytical, and digital skills that are not naturally absorbed through classical HE education approaches.
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ONS – Office of the National Statistics, UK
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Toral, I., Montano, S. (2023). An Experiential Learning Framework for Retail: Creative Authentic Skill Development. In: Jochims, B., Allen, J. (eds) Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. AMSAC 2022. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-031-24687-6_76
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