Role-Play . . . Take 1 . . . Action: An Experiential Activity for Marketing Students

Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of "consumer decision-making." The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Role-play seems to offer a practical and engaging platform for faculties that can help stimulate learning. With the blend of real-time situations, role-play can serve as a useful tool to fulfill the marketing course's many learning objectives. Instructors can further use the activity set up in the study on marketing courses in teaching consumer behavior.