CASE AND EXPERIMENTAL LEARNING METHODS.

The article examines papers on case and experiential learning methods to teaching marketing in the United States. "Experiential learning = Hands-On + Minds-On," by Mark Young, describes a process to boost the learning potential of experience by integrating it with activities that require reflection on the experience. On the other hand, "Teaching Retailing and Merchandising: An Experiential Approach," by Victoria Seitz and Nabil Razzouk, discusses an exercise, called the Store, that extends learning very near to reality.