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Making Marketing Principles Tangible: Online Auctions as Living Case Studies
- Source :
- Journal of Marketing Education. 26:137-144
- Publication Year :
- 2004
- Publisher :
- SAGE Publications, 2004.
-
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.
- Subjects :
- Marketing
Digital marketing
business.industry
Business education
05 social sciences
050301 education
Quantitative marketing research
Marketing mix
Marketing science
Education
Qualitative marketing research
0502 economics and business
ComputingMilieux_COMPUTERSANDEDUCATION
Common value auction
050211 marketing
Business
Marketing research
0503 education
Subjects
Details
- ISSN :
- 15526550 and 02734753
- Volume :
- 26
- Database :
- OpenAIRE
- Journal :
- Journal of Marketing Education
- Accession number :
- edsair.doi...........853d0d0ca7e97b1562932c3b2e367cad
- Full Text :
- https://doi.org/10.1177/0273475304265540