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- Title
EXPERIENTIAL MARKETING PROJECTS: STUDENT PERCEPTIONS OF LIVE CASE AND SIMULATION METHODS.
- Authors
Maher, Jill K.; Hughner, Renee Shaw
- Abstract
While experiential projects have been documented as powerful pedagogical tools for linking theory to practice, it is unknown whether students prefer the experience to be real or hypothetical. This paper explores the impact of a real client-based project versus a simulated client project on students' perceptions and ratings of the marketing project. Student perceptions of learning are also investigated. Results indicate that both formats are effective in fostering perceptions of reality, favorable project evaluations, and enhanced perceptions of learning
- Subjects
BUSINESS education; MARKETING; PROJECT evaluation; SIMULATION methods &; models; PERCEPTION in children; LEARNING
- Publication
Journal for Advancement of Marketing Education, 2005, Vol 7, p1
- ISSN
2326-3296
- Publication type
Article