Making Marketing Principles Tangible: Online Auctions as Living Case Studies

Autor/inn/en	Wood, Charles M.; Suter, Tracy A.
Titel	Making Marketing Principles Tangible: Online Auctions as Living Case Studies
Quelle	In: Journal of Marketing Education, 26 (2004) 2, S.137-144 (8 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475304265540
Schlagwörter	Business Administration Education; Marketing; Supplementary Education; Computer Assisted Instruction; Internet; Merchandising; Ethics; Class Activities; Experiential Learning; Case Studies; Consumer Economics; Bids; Purchasing; Motivation; Teaching Styles; Theory Practice Relationship + Suchen Sie Ihr Suchwort? Ergänzungsunterricht; Computer based training; Computerunterstützter Unterricht; Direktvermarktung; Ethik; Experiental learning; Erfahrungsorientiertes Lernen; Case study; Fallstudie; Case Study; Konsumökonomie; Ausschreibung; Beschaffungswesen; Kauf; psychologische; Motivation (psychologisch); Lehrstil; Unterrichtsstil; Theorie-Praxis-Beziehung
Abstract	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. (Contains 5 tables.) (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10