A Basecamp for Student Group Projects: Analysis of the Use of Project Management Software in the Advertising, Public Relations, and Marketing Classroom.

This article examines student perceptions of using Basecamp, a project management (PM) collaboration software, in group experiential courses related to advertising, public relations (PR), marketing, and strategic communications at two universities. Surveying 177 students across seven course sections over two semesters, the study found that a majority viewed Basecamp as a valuable tool that enhanced group project experiences, team communication, engagement, and learning outcomes, including preparation for career skills aligned with National Association of Colleges and Employers (NACE) competencies. Students particularly valued features supporting team accountability and centralized project management, and 71% believed PM software would be useful in other classes. The research suggests that integrating PM tools like Basecamp into curricula can bridge gaps between academic group work and professional collaboration practices, with positive perceptions increasing as students advance in their academic careers.