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ERIC Number: EJ794303
Record Type: Journal
Publication Date: 2008
Pages: 7
Abstractor: Author
Reference Count: 25
ISSN: ISSN-0883-2323
Experiential and Cooperative Learning: Using a Situation Analysis Project in Principles of Marketing
Munoz, Caroline; Huser, Ann
Journal of Education for Business, v83 n4 p214-220 Mar-Apr 2008
In this article, the authors propose a semester-long experiential-learning project for introductory marketing students. The project requires an analysis of a product category, competition, and consumer base to support a new product proposal. The purpose is to (a) put into practice the concepts and definitions taught in an introductory marketing course, (b) create a foundation for doing an undergraduate business plan, (c) improve research, analysis, communication, and teamwork skills, and (d) provide an opportunity for creative thinking. The authors provide a description of the situation analysis project and supplemental preliminary assignments. They also provide an outcomes assessment with current and former college students. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A