According to Eurostat, in the EU-28, there were 4.4 million students in 2017 studying business, administration or law. The job market for that profile of graduates is dynamic: employers’ expectations are voluminous. At the same time in the recent literature shows that there still is a gap between graduates’ profiles and employers’ expectations. Experts tend to agree that there should be a shift in focus, from knowledge generation to skill development. This leads to the question about effective teaching methods and techniques in the field of management, in particular marketing.
Experiential methods engage students in experiences that simulate social phenomena. They include games such as Starpower or Global Markets, and the Organization Game as well as computer simulations like Markstrat. The members of European university network Dukenet decided to start working on the education experiential module that can be used in marketing education; in combination with one week-long, structured graduate course. BrandY, it's an experiential teaching module to train marketing students in European brand management a give them the possibility of better employability.