Modified experiential techniques enable educators to bridge gaps between classroom and corporation. The process is especially necessary for women, who comprise 50 percent of marketing students. Educators can bring corporations to classrooms via “vignettes” and guest speakers, and bring classes to corporations for interviews, field trips, and corporate panels. Methods can be integrated into existing courses.
Get full access to this article
View all access options for this article.
References
1.
American Demographics (1984), Toward 1995 (March), 21.
2.
AmesMichael D.HeideDorothy (1982), Training and Developing Women Managers: Are They Really a Special Case? in Women in Management, 2d ed., Ann SteadBette, ed., Englewood Cliffs, NJ: Prentice-Hall.
3.
BellJames D. (1986), A Programmatic Approach to International Marketing Instruction, 1986 AMA Winter Educator's Conference: Knowledge Development, Dissemination, and Utilization, GuiltinanJosephAchabalDale, eds., Chicago: American Marketing Association, pp. 103–106.
4.
BernsteinJack (1986), Public Relations Beat: Is PR Field Being Hurt by Too Many Women?Advertising Age (January 27), 66.
5.
BlackwellRoger D. (1981), The Preparation of Future Marketing Managers, Journal of Marketing Education (Spring), 4–9.
6.
BoudreauStephen D.Jr. (1980), Serendipity in Marketing Education, in Marketing Strategies for a Tough Environment, AMA Proceedings Series No. 45, La PlacaPeter J.FrankNewton, eds., Chicago: American Marketing Association, pp. 201–203.
7.
Cases on Women in Management (1976), Boston: Simmons College.
8.
ColwillNina L. (1982), The New Partnership: Women and Men in Organizations, Palo Alto: Mayfield Publishing Co.
9.
CronWilliam L.SchusterCamille P. (1986), Teaching Sales Management with Experiential Learning Exercises, in 1986 AMA Winter Educators' Conference, Marketing Education: Knowledge Development, Dissemination, and Utilization, Joseph Guiltinan and Dale Achabal, eds., Chicago: American Marketing Association, pp. 149–151.
10.
DealTerrence E.KennedyAllen A. (1982), Corporate Cultures: The Roles and Rituals of Corporate Life, Reading, MA: Addison-Wesley.
11.
EnisBen (1980), Marketing Education in the 70's and 80's: Deja Vu ou une Nouvelle Vue? in Marketing in the 80's, Changes and Challenges, 1980 Educators' Conference Proceedings Series No. 46, BagozziRichard P. et al., eds., Chicago: American Marketing Association, pp. 14–17.
12.
FlanaganJohn C. (1954), The Critical Incident Technique, Psychological Bulletin, 51 (July), 327–357.
13.
ForbesJ. BenjaminPiercyJames E. (1983), Rising to the Top: Executive Women in 1983 and Beyond, Business Horizons, 26 (September/October), 38–47.
14.
FoxHarold W.ReickenGlen (1986), Toward More Effective Teaching and Learning in the Classroom, in 1986 AMA Winter Educators' Conference, Marketing Education: Knowledge Development, Dissemination, and Utilization, Joseph Guiltinan and Dale Achabal, eds., Chicago: American Marketing Association, pp. 87–89.
15.
FrakerSusan (1984), Why Women Aren't Getting to the Top, Fortune (April 16), 40–45.
16.
FrancesePeter (1984), Women in Work Force Boost Economy, Advertising Age (September 6).
GeorgeWilliam R. (1986), Teaching Services Marketing, in 1986 AMA Winter Educators' Conference, Marketing Education: Knowledge Development, Dissemination, and Utilization, Joseph Guiltinan and Dale Achabal, eds., Chicago: American Marketing Association, pp. 51–52.
19.
GordonFrancine E.StroberMyra H. (1974), Bringing Women Into Management, New York: McGraw-Hill.
20.
GuetzkowH.KotlerPhilipSchultzR.L. (1972), Simulation in Social and Administrative Science, Englewood Cliffs, NJ: Prentice-Hall.
21.
GusemanDennis S.DahringerLee D. (1976), Effective Teaching Techniques: The Student's Perspective in the Introductory Marketing Course, in Marketing: 1776–1976 and Beyond, 1976 Educators' Proceedings Series No. 39, BernhardtKenneth L., ed., Chicago: American Marketing Association, pp. 540–543.
22.
HaiDorothy M. (1982), Teaching ‘Women in Management Courses’: Current Issues, Exchange: The Organizational Behavior Teaching Review, 7, 38–40.
23.
HargreavesDavid J.ColleyAnn M., eds. (1986), The Psychology of Sex Roles, London: Harper and Row.
24.
HugstadPaul S.BarothRobert M. (1976), Bridging the Business School-Industry Gap: A Methodology for Aligning Graduate Marketing Programs with Industry Career Needs, in Marketing: 1776–1976 and Beyond, 1976 Educators' Proceedings Series No. 39, BernhardtKenneth L., ed., Chicago: American Marketing Association, pp. 15–18.
25.
JosephLe RoyKellerDonald J., et al. (1977), Is Marketing Education Missing the Boat? Or … What Should Business Schools Be Teaching Their Marketing Students to Better Prepare Them for Marketing Work? in Contemporary Marketing Thought, 1977 Educators' Proceedings Series No. 41, GreenbergBarnett A.BellingerDanny M., eds., Chicago: American Marketing Association, pp. 116–118.
KanterRosabeth Moss (1977), Men and Women of the Corporation, New York: Basic Books, Inc.
28.
KellermanBert J. (1986), Schools Grant Nearly 30,000 Marketing Degrees, Marketing News (July 18), 12.
29.
KelloggDiane M.MooreLynda L. (1985), Teaching Undergraduate Women in Management Courses: Issues and Ideas, in Preparing Professional Women for the Future: Resources for Teachers and Trainers, Jean RamseyV., ed., Michigan Business Papers No. 67, Ann Arbor: The University of Michigan.
30.
KriegerRuth H.KriegerRichard R. (1986), Educational Taxonomies: Help for Planning the Marketing Curriculum, in 1986 AMA Winter Educators' Conference, Marketing Education: Knowledge Development, Dissemination, and Utilization, Joseph Guiltinan and Dale Achabal, eds., Chicago: American Marketing Association, pp. 90–94.
31.
LeavittJudith A., ed. (1982), Women in Management: An Annotated Bibliography and Sourcelist, Phoenix: Oryx Press.
32.
McLaneHelen J. (1980), Selecting, Developing and Retaining Women Executives: A Corporate Strategy for the Eighties, New York: Van Nostrand Reinhold Company.
33.
MurphyPatrick E.LaczniakGene R. (1977), Women Executives: Their Educational Needs in Marketing, Akron Business and Economic Review, 8 (Fall), 51–55.
34.
PaulsenKrystal G. (1985), Criteria for Promotability: When Doing a Good Job Isn't Enough, in Preparing Professional Women for the Future: Resources for Teachers and Trainers, Jean RamseyV., ed., Michigan Business Papers No. 67, Ann Arbor: The University of Michigan.
35.
RandolphW. AlanPosnerBarry Z. (1979), Considerations in the Design of Learning Situations, Journal of Experiential Learning and Simulation, 1 (March), 267–276.
36.
SchafferBurton F.CalkinsOrdell D. (1980), Academic Achievement of Men and Women in Courses Related to Business Programs, Journal of Business Education, 55, 342–344.
37.
SerrinWilliam (1984), Shifts in Work Put White Men in the Minority, The New York Times, (July 31), A1, A10.
38.
SteinakerNorman W.Robert BellM. (1979), The Experiential Taxonomy, New York: Academic Press.
39.
SternBarbara A. (1981), Is Networking for You? A Working Woman's Guide to the Old Boy System, Englewood Cliffs, NJ: Prentice-Hall.
40.
SternBarbara A. (1985), Women in Managerial Roles: An Innovative Course for Women Marketing Students, Journal of Education for Business, 61 (December), 128–131.
41.
SternBarbara A. (1986), Corporate Culture and Women Marketing Students: An Experiential Course Innovation, in 1986 AMA Winter Educators' Conference, Marketing Education: Knowledge Development, Dissemination, and Utilization, Joseph Guiltinan and Dale Achabal, eds., Chicago: American Marketing Association, pp. 79–83.
42.
ThieraufRobert J.KlekampRobert C. (1975), Decision Making Through Operations Research, New York: John Wiley.
43.
VardiYoav (1985), Experiencing Organizational Realities in the Classroom: A Tentative Experiment, Journal of Business Education (March), 234–238.
44.
WaddellG. (1982), Simulation: Balancing Pros and Cons, Training and Development Journal (January), 80–83.
45.
WalterGordon A.MarksStephen E. (1981), Experiential Learning and Change: Theory Design and Practice, New York: Wiley and Sons.
46.
WilkesRobert E.AmasonRobert D. (1983), On the Relative Unawareness of Marketing Majors to Business Environments, in 1983 AMA Educators' Proceedings Series No. 49, MurphyPatrick E., et al., eds., Chicago: American Marketing Association, pp. 174–177.
47.
WilsonMary L.DaileyWilliam K. (1982), The Undergraduate Marketing Core, Marketing Issues, and Other Education-Related Topics of the 1980's: Views of Educators and Practitioners, in An Assessment of Marketing Thought and Practice, 1982 Educators' Conference Proceedings Series No. 48, WalkerBruce J. et al., eds., Chicago: American Marketing Association, pp. 152–155.
