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ERIC Number: EJ1013231
Record Type: Journal
Publication Date: 2013
Pages: 7
Abstractor: As Provided
Reference Count: 10
ISSN: ISSN-1052-8008
Using Web-Based Peer Benchmarking to Manage the Client-Based Project
Raska, David; Keller, Eileen Weisenbach; Shaw, Doris
Marketing Education Review, v23 n1 p23-29 Spr 2013
The complexities of integrating client-based projects into marketing courses provide challenges for the instructor but produce richness of context and active learning for the student. This paper explains the integration of Web-based peer benchmarking as a means of improving student performance on client-based projects within a single semester in undergraduate consumer insight courses. Furthermore, the paper provides empirical evidence for the effect of this innovative method on students' deeper learning, as measured by the method's capability to improve students' motivation to learn. (Contains 4 tables.)
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Tel: 914-273-1800; Fax: 914-273-2106; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A