Engaging and empowering students through experiential learning

Professor recognized for teaching excellence

DeGroote | Hamilton, ON | June 27, 2011

When General Motors launched the new Chevrolet Cruze last year, one of the taglines used in advertisements was "Don't just drive. Cruze." This tagline was inspired in part by the work of business students competing in Canada's Next Top Ad Exec, a national marketing competition organized by the DeGroote School of Business.

The brainchild of DeGroote professor Mandeep Malik, Canada's Next Top Ad Exec recruits business students from across the nation to develop a marketing campaign for an automotive company. For the past two years, that company has been GM Canada.

"In the beginning, GM saw Cruze as simply a noun. It was the name of a car," explains Malik. However, once GM gave students the challenge of developing a marketing campaign for the Canadian launch of the Cruze, the word took on more meaning. "The students saw the word cruze as a verb, and as a result of the strategies they developed through Canada's Next Top Ad Exec, GM's marketing strategy for the car changed."

This real world application of the concepts students learn in business school is a hallmark of Malik's approach to education. He has developed and continues to oversee a suite of programs that, like Canada's Next Top Ad Exec, are focused on giving students experiential learning opportunities.

Sofia Colucci, a marketing manager at PepsiCo, graduated from DeGroote in 2004. She explains, "I was a student of Professor Malik's, and like so many of us, considered his marketing and sales courses my favourite. Mandeep has a unique ability to inspire students to break boundaries and leave behind legacies. He trusts and builds confidence in his students, so they truly believe they can do extraordinary things. Most importantly, Mandeep demonstrates his passion and authenticity by continuing to mentor students well beyond graduation, genuinely caring about their development."

Malik's innovative approach to education was recognized at DeGroote's convocation on June 15 where he was presented with a President's Award for Excellence in Instruction. President Patrick Deane said in the award citation, "Mandeep is a dynamic and devoted instructor recognized for his innovative educational initiatives, advocacy for experiential learning and his natural ability to enable and immerse students in the world of marketing both in the classroom and in real-world business contexts."

"Business students don't have labs, so they can't experiment in the same way that science or health or engineering students can. However, if I want them to believe in what they're learning, I have to give them opportunities to test it," explains Malik. "My approach to teaching and these experiential programs allow students to contextualize what they're learning, understand it, and own it."

Malik's first experiment in experiential learning was MARS Apprentice, which he began in 2004. The acronym MARS stands for marketing, advertising, retail and sales—four areas of focus which allow for more points of interaction with industry and a broader experience for students than if the program was based on just one single concept.

MARS takes place over five weeks, where two teams of six students each go head to head on business challenges presented by sponsoring companies such as Bell, Jan Kelley Marketing, Maple Leaf Foods, Canadian Tire Financial and PepsiCo. Challenges have included branding and marketing a new Petro Canada gift card campaign, managing the growth of the smart phone industry, increasing bread consumption among Canadians, differentiating the new G2 energy drink from established Gatorade, and recruiting new Canadian Tire MasterCard accounts. At the end of the competition members of the winning team along with a select group of wild cards advance to the interview round where they are eligible for between five and six intern positions offered every year. Almost 35-40 students apply for MARS each year.

"DeGroote's experiential programs, like MARS Apprentice and Canada's Next Top Ad Exec, allow students to put their education to the test within the safe confines of the School," explains Malik. "They can put the theory they're learning in the classroom into action, interact with alumni, and gain real world experience that sets them up for success when they graduate."

"Through my career I have constantly looked to Professor Malik for his mentorship and advice," says Colucci. "Whether it was helping me through challenging times, or connecting me to opportunities, Professor Malik is on speed dial, as is the case for countless of other students. His passion and devotion to his students are truly inspirational."

In addition to Apprentice and Top Ad Exec, Malik has also instigated Focus 2040, a human resources competition where students are challenged to envision the workplace of 30 years in the future; Synergy, a summer business camp for high school students; and High School Business Heroes, a business competition for high school students facilitated by DeGroote undergraduates.

Along with these experiential learning programs, Malik is one of DeGroote's most popular instructors, using various teaching techniques in the classroom, such as business cases, job shadowing, role playing and online simulations, to enhance the students' experience and create a truly immersive learning environment.

"My perspective is that students must be treated as and empowered to become active learners. It is such engagement that compels these young minds to collaborate and take responsibility for learning outcomes," explains Malik. "I want my students to graduate with learning habits that will serve them for many years."