Per the action research model, cycle 2 allowed the process of observing student learning
and evaluating and reflecting upon the outcomes to be revised and improved upon. Thus, the
second iteration of the action research cycle/experiential learning activity focused on
restructuring the activity in several ways, one of which was to enhance the marketing plan aspect
of the project. Based on the class data and discussions among the instructors, the learning
activity, along with the course material, was divided into four modules and teams were required
to submit parts of the marketing plan at the end of each of these modules. Thus, in each of these
modules students would apply marketing concepts from the textbook to the appropriate bake sale
activity and write a corresponding section of the marketing plan. Students received timely
evaluations from the instructor and would then revise and resubmit these graded sections as they
continued on to the next module. The previous semester’s “best projects” and photos now
provided tangible examples for class discussion of key concepts and set higher project
expectations for this semester’s students. In addition, the product category was broadened from
cookies to include any food item that might be of interest to the target market. The in-class taste
test was kept in a similar format to provide teams with initial market information regarding the
pros and cons of their products. However, actual sales and distribution of the products, i.e., the
marketplace, were moved from the classroom to predesignated times/places in the business
school hallways, which allowed students more flexibility and ownership in selling their products
and allowed for better tracking of team efforts. Student teams had to front the money for their
products and collaborate to manufacture their products at levels that would meet their sales