Integrating Indigenous perspectives in Marketing: experiential learning and authentic assessment

In collaboration with colleagues in the School of Indigenous Studies, we have integrated Indigenous perspectives into the major individual assignment for second-year Marketing Communications students. The project uses authentic assessment to engage students in experiential learning with Indigenous entrepreneurs. Three Perth-based Indigenous entrepreneurs from different industries have shared their stories and businesses with our students, encouraging them to come up with an innovative creative advertising plan involving a written submission, design of imagery, and a 3-minute verbal pitch to the entrepreneurs. The top students will present their ideas directly to the entrepreneurs at the end of semester. PRESENTED BY Uwana Evers, Marketing, Business School in collaboration with Sam Garlett, School of Indigenous Studies.