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ERIC Number: EJ1144520
Record Type: Journal
Publication Date: 2017
Pages: 6
Abstractor: As Provided
Reference Count: 10
ISBN: N/A
ISSN: ISSN-1052-8008
Teaching Innovations in Marketing: A Brand-Based Student-Led Inquiry of Marketing Concepts and Practices
Hostetter, Leonard R., Jr.
Marketing Education Review, v27 n2 p66-71 2017
This teaching innovation is a brand-based student-led inquiry of marketing concepts and practices for an introductory marketing course. During the first week of class, teams of students (or individual students) each select a brand of interest to research and analyze throughout the course. The objective is for students to understand the practical application of the marketing concepts and practices presented in textbook readings and instructor-led teaching for the selected brand. This teaching innovation makes the material more relevant and interesting, and exposes students to the practical application of marketing on the basis of the various brands selected by the students.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A