Confronting Marketing Management Reality: A Design and Instructional Strategy for an Intermediate Course

Jeffrey S. Conant, Michael Mokwa

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

A design and instructional strategy for an “intermediate” marketing management course are described in this article. Students adopt the role of product managers and experientially study marketing theory and practice in existing product markets. However, instructors do not manage relationships with the marketing organizations. The marketing audit is used to ground and guide students' work. Communication experiences abound. Marketing knowledge objectives and the development of students' personal capabilities are carefully balanced. The course culture and work are managed in terms of a four stage instructional model. The course design and instructional strategy can be generalized for other experiential marketing courses.

Original languageEnglish (US)
Pages (from-to)21-32
Number of pages12
JournalJournal of Marketing Education
Volume9
Issue number3
DOIs
StatePublished - 1987

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marketing
management
marketing theory
student
audit
instructor
Marketing management
Marketing
manager
communication
market
experience
Marketing theory
Audit
Product market
Marketing organization
Communication
Marketing practices
Managers
Experiential marketing

ASJC Scopus subject areas

  • Marketing
  • Education

Cite this

Confronting Marketing Management Reality : A Design and Instructional Strategy for an Intermediate Course. / Conant, Jeffrey S.; Mokwa, Michael.

In: Journal of Marketing Education, Vol. 9, No. 3, 1987, p. 21-32.

Research output: Contribution to journalArticle

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