Prof Takes Learning Outside the Classroom

Melanie Lang is proof that learning never stops.  As a two-time CME grad, the marketing and consumer studies professor instils her love for learning in her students - both inside and outside the classroom. 

"The conferences I attend are focused on teaching and learning, research and entrepreneurial education," says Lang, B.Comm. '02 and M.Sc. '05.  "I'm always looking for little nuggets that I can apply to our program."

As director of The Co-Operators Centre for Business and Social Entrepreneurship (CBASE) at CME, Lang pairs her students with community organizations so they can learn from each other.  Both sides benefit from the partnership.  Students apply their knowledge outside the classroom, and the community groups gain from the students' expertise in solving business problems. 

In fall 2012, Lang and her team introduced an innovative learning concept called "idea labs" to her students.  The labs are held at Innovation Guelph, an organization that offers programs and services that address the needs of entrepreneurs, community groups, researchers and business leaders. 

The aim of the idea lab is to get students thinking in different ways.  In one activity, Lang drew from an approach called an "action learning cycle" and asked students to form two rows facing each other.  One group had 30 seconds to explain a business problem to the other group, which could only ask questions, not offer solutions.

"When we hear about someone's problem, we want to offer a solution," says Lang.  "This activity forces the listener to truly listen and ask engaging questions to allow the speaker to draw their own conclusions and come to their own solution."

In another activity, called the "three-hour executive," students were assigned to work in groups and were given three hours to complete a strategic marketing plan for a fictitious company.  Entrepreneurs-in-residence from Innovation Guelph judged the teams and awarded $500 to the team that came up with the best proposal. 

The CBaSE program is growing in popularity, both among students and community groups.  Says Lang, "Our students have become tremendous ambassadors for us," recommending the program to their friends and mentioning it during interviews with prospective employers.  Some students heave received references or internships from the organizations where they volunteered.  The program already has 13 clients signed up fro the fall.

--Article original appeared in the CME Alumni News letter Fall 2013.