There can be no learning without action and no action without learning: A case study

The purpose of this paper is to present an example of action learning in marketing – the unique postgraduate programme in marketing called the marketing development programme (MDP). This uniqueness arises in three main ways. First, the MDP is open only to those students with no work experience. Second, it employs action learning as the central pedagogy rather than an add‐on. Finally, it is a rolling programme with overlapping intakes and as such appears to have no beginning and no end. There are two important streams of learning to be harvested from such a programme. First, the MDP has for more than 20 years educated young marketers through affording them the opportunity to learn from marketing action within a supportive learning environment. The second is that there can be no action without learning, that is, the MDP has learned from its experience and created new learning for participants as a result. The paper concludes by considering the implications of the MDP for marketing education, theory and practice.