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ERIC Number: EJ1056613
Record Type: Journal
Publication Date: 2011
Pages: 10
Abstractor: As Provided
Reference Count: 52
ISSN: ISSN-1942-2504
Marketing Plan Competition for Experiential Learning
Civi, Emin; Persinger, Elif S.
American Journal of Business Education, v4 n12 p51-60 2011
Many students find traditional lectures, routine memorization, and restatement of facts and terms tedious and boring (Munoz and Huser, 2008). This requires professors to employ a variety of teaching techniques, for example, live case classroom projects. Such an experiential learning opportunity encourages students to become involved with the materials they are attempting to learn by requiring them to apply theory to real-life situations where ambiguity, change, and risk exist (Lewis and Williams, 1994). This paper presents an assessment of a semester long marketing plan competition, which was incorporated into the Marketing Management Course. The competition required all student teams to deal with the assigned client and compete with each other to produce the winning marketing plan. Student feedbacks indicated they enjoyed the experiential learning opportunity and the competition format.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada