Immersive Learning as a Pedagogical Method in Higher Education

Student engagement has long been a topic of discussion amongst scholars and practitioners alike. This paper aims to address this issue by introducing a novel method of imparting knowledge in a marketing course. An exercise using the reflective cycle by Gibbs (1988) as a guiding framework lead to the emergence of the creative thinking model of experiential learning. The proposed model entails the expansion of Kolb's (1984) experiential learning model. Prominence is given to the relevance of creative thinking during the experiential learning process.