A Live-Case Program for Teaching Marketing Research
- 1 April 1980
- journal article
- case report
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 2 (1) , 38-49
- https://doi.org/10.1177/027347538000200107
Abstract
This paper has three parts. Part one describes the initial attempt to teach undergraduate marketing students marketing research using an unstructured live-case method. Part two describes the program after the course was modified to make it more structured. The last section compares the unstructured and structured live-case methods.Keywords
This publication has 0 references indexed in Scilit: