Ola Thufvesson

Purpose of the Study: This study describes a teaching innovation introduced into a retail course assignment. The purpose with the innovation was to increase students’ level of experiential learning by incorporating digital retail and collaborating with stakeholders. Method/Design: A course assignment allows students in the final semester of a Bachelor Program in Retail Management to develop a business plan. An innovation introduced into the assignment required students to use knowledge on digital ideas and to collaborate with city center management. Results: With the inclusion of digitalization, the students perceived the course to be more current and relevant. Collaborating with professionals allowed students to gain confidence. The course instructors and stakeholders benefited from an influx of new ideas. Value to Marketing Educators: This course assignment is an easy way to engage students in a real-world context, and to link practical and theoretical knowledge. It also provides value by disseminating new knowledge among retailers, property developers and city center managers.