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ERIC Number: EJ1000058
Record Type: Journal
Publication Date: 2012
Pages: 10
Abstractor: As Provided
Reference Count: 19
ISSN: ISSN-1052-8008
Learning Marketing Accounting Skills in the Introductory Marketing Course: The Development, Use, and Acceptance of a Self-Study Tutorial
Chen, Yi Ju; Greenberg, Barnett; Dickson, Peter; Goodrich, Jonathan
Marketing Education Review, v22 n3 p241-250 Fall 2012
A self-study tutorial designed to teach, through a learning-by-doing application, how important marketing accounting is to the whole firm, and why every business graduate should have a solid understanding of marketing accounting is tested using an exam and satisfaction survey. Performance on the exam and satisfaction with the tutorial depended more on better study practice than time spent studying. Having taken the required business accounting and statistics courses had little impact on performance, satisfaction, and perceived usefulness of the content, suggesting that students from other schools taking the introduction to marketing course were not at a significant disadvantage. The major takeaway is that marketing accounting can be successfully taught in the core introduction to marketing course in business schools and, if so taught, may address some major substance and image problems that marketing education faces. (Contains 3 tables and 2 notes.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A