Making Marketing Principles Tangible: Online Auctions As Living Case Studies  

Oleh:

Wood, Charles M. ; Suter, Tracy A.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 26 no. 2 (Aug. 2004), page 137-144.
Topik: online auctions; experiential learning; marketing; business education; computer-assisted instruction
Fulltext: 137.pdf (106.38KB)

Isi artikel

This article presents an effective course supplement for Principles of Marketing classes. An experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style. A number of learning points are illustrated that allow instructors to use an auction project to illustrate specific Principles of Marketing concepts as a living case study. Emphasis in the present context is given to the illustration of the marketing mix, consumer behavior, ethics, e-marketing, and marketing research topics. An example for more advanced purposes is also provided.

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