Bringing the realism of marketing into the classroom can help new marketing instructors overcome their lack of teaching experiences and have more time to do research and write articles, while enriching the marketing course for the students. Several pedagogical techniques that accomplish this end, including benefits, costs, resource availability, and best setting, are discussed.
Get full access to this article
View all access options for this article.
References
1.
AkinGib (1981), Marketing Educators Should Model Competencies, Assign Group Projects, Marketing News (July24), 2.
2.
AndorkaJulian (1977), An Experimental Program in Undergraduate Marketing Education, 1977 AMA Educators' Proceedings, 41, p. 544.
3.
BerdineW.R.PetersonJames C. (1980), The Marketing Plan: An Integrative Device for Teaching Marketing Management, Journal of Business Education (April), 300–303.
4.
BrowneWilliam G. (1977), Using Corporate Sponsored Marketing Management Project, 1977 AMA Educators' Proceedings, 41, p. 546.
5.
DivitaSalvatore F. (1984), Students Need and Appreciate Personal-Marketing Project, Marketing News, Student Edition (September), 10.
6.
EnisBen M.SinofskyEsther R. (1983), Improving Mass-Section Instructional Effectiveness: A Videotaped Lecture Strategy, 1983 AMA Educators' Proceedings, 49, pp. 147–150.
7.
GoretskyM. Edward (1984), Class Projects as a Form of Instruction, Journal of Marketing Education (Fall), 33–37.
8.
HenkeJohn W.Jr. (1985), Bringing Reality to the Introductory Marketing Student, Journal of Marketing Education (Fall), 59–71.
9.
JosephLeRoyKellerDonald J.MacFarlaneIanTeazeDavid A.Van LeerKarl (1977), Is Marketing Education Missing the Boat? or … What Should Business Schools Be Teaching Their Marketing Students to Better Prepare Them for Marketing Work?1977 AMA Educators' Proceedings, 41, pp. 116–118.
10.
LantosGeoffrey D.ButaneyGul (1985), Marketing Classes Need Taste of the Real World, Marketing News, 19 (July 19), 3.
11.
LocanderWilliam G. (1983), AMA AV Library to Offer Variety of Member Benefits, Marketing News, 17 (August 5), 2.
12.
MaddenCharles S. (1983), The Use of Videotaped Cases in the Teaching of Marketing, Journal of Marketing Education (Fall), 2–5.
13.
MaddenCharles S.RobertsonDan H. (1982), An Alternative to the Traditional Case Teaching Technique, An Assessment of Marketing Thought and Practice 1982 Educators' Conference Proceedings.
14.
Marketing News (1985), AMA Audiovisual Library Is Set to Open in Fall, (July 19), 7.
15.
McDanielStephen W. (1984), The Client-Sponsored Project: Its Benefit in Teaching Marketing Research, 1984 AMA Educators' Proceedings, 50, pp. 106–109.
16.
McKeachieWilbert J. (1984), Teaching Tips (translated by Pat Materka), The University Record, September 10, The University of Michigan, Ann Arbor, Michigan.
17.
McSurleyHugh B. (1985), A Real-Time Approach to Teaching Strategic Marketing Analysis, 1985 AMA Educators' Proceedings, 51, pp. 143–148.
18.
MentzerJohn T.CoxJames E.Jr. (1980), Cases with Computer Analysis Let Students Make Decisions, Marketing News (December 12), 22.
19.
MurdockGene W.BellizziJoseph A. (1981), Teaching Marketing with Telecommunications: Conference Calls Bring Corporate Executives into the Classroom, Journal of Marketing Education (Spring), 42–45.
20.
NakamotoKent (1979), The New Improved Change Agent Game, 1979 Educators' Conference Proceedings, 44, pp. 158–162.
21.
NastasGeorge III (1983), Developing Marketing Skills in the Beginning Marketing Student, Journal of Marketing Education (Fall), 23–26.
22.
NastasGeorge III (1984a), Marketing Environment Group Project Stimulates Student Interest, Journal of Business Education (February), 187–189.
23.
NiffeneggerPhillip (1983), The Marketing Videocase: An Investigation of Its Performance in Comparison to the Written Case Form, 1983 AMA Educators' Proceedings, 49, pp. 151–154.
24.
ParadisoJames R. (1985), Adopt-A-Firm: Toward the Next Step in the Evolution of Marketing Education?Marketing Educator, 4 (Spring), 3.
25.
SwansonStoakley (1983), Data Needs Easily Met When Students ‘Market’ Politician, Marketing News, 17 (August 5), 5.
