This article reports a procedure for leading a class to generate product ideas, select one, produce a product or service, develop and implement a marketing plan, and distribute the profits. Marketing comes alive as students relate the textbook to the real world through this experiential approach to marketing education.
Get full access to this article
View all access options for this article.
References
1.
Cohen, William A. (1988), "Enhance Teaching with Experiential Learning,"Marketing Educator, (Winter), 1+.
2.
Conant, Jeffery S. and Michael P. Mokwa, (1987), "Confronting Marketing Management Reality: A Design and Instruction Strategy for an Intermediate Course,"Journal of Marketing Education, (Fall), 21-32.
3.
de los Santos, Gilbert and Thomas D. Jensen (1985), "Client-Sponsored Projects: Bridging the Gap between Theory and Practice,"Journal of Marketing Education, (Summer), 45-50.
4.
Goretsky, Edward M. (1984), "Class Projects as a Form of Instruction,"Journal of Marketing Education, (Fall), 33-37.
5.
Henke, John W., Jr. (1985), "Bringing Reality to the Introductory Marketing Student,"Journal of Marketing Education, (Fall), 59-71.
6.
Jacobs, Lawrence W. (1984), "Brainstorming: The Marketing Experience,"Journal of Marketing Education, (Fall), 50-56.
7.
Mortimer, Kenneth P. , et al. (1984), "Text of New Report on Excellence in Undergraduate Education,"The Chronicle of Higher Education, (October 24), 35-49.
8.
Spencer, Roger W. and Donald F. Van Eynde (1986), "Experiential Learning in Economics,"Journal of Economic Education, (Fall), 289-294.
9.
Vardi, Yoav (1985), "Experiencing Organizational Realities in the Classroom: A Tentative Experiment,"Journal of Business Education, (March), 234-238.
