Journal ArticleDOI
Choice Criteria Model for Selecting Live-Case Marketing Research Class Projects
Gary McCain,Douglas J. Lincoln +1 more
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In this article, a two-stage model for selecting clients for live-case marketing research class projects is presented, where the importance and probability of benefit to students, clients, instructors and the institution can be calculated to derive a weighted expected value score for potential projects.Abstract:
This article provides a two-stage model for selecting clients for live-case marketing research class projects. After research design requirements have been met, the importance and probability of benefit to students, clients, instructors and the institution can be calculated to derive a weighted expected value score for potential projects. Examples are evaluated.read more
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Client-Sponsored Projects: Bridging the Gap between Theory and Practice
TL;DR: In this paper, client-sponsored projects are suggested as a vehicle for helping students in marketing courses integrate theoretical and applied perspectives, and suggestions for the implementation and management of client- sponsored projects are offered.
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Measured Effectiveness of Client-Sponsored Consulting Projects in the Marketing Research Course
TL;DR: The authors assesses the effectiveness of the applied marketing research project from the perspectives of students and clients and concludes that the approach has a profound effect upon student learning and, barring some potential pitfalls, has much to offer.
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The Project Method Approach: An Integrated Teaching Tool in Marketing Research
TL;DR: It is shown how the project method not only fosters at least 10 useful managerial skills but also incorporates the traditional lecture, case analysis, and games and simulation approaches to teaching marketing.
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Issues on the Use of “Client” Projects in Marketing Education
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Marketing Capstone Models The Apprentice Television Show With Client-Sponsored Projects:
TL;DR: The authors describes a unique client-sponsored project capstone patterned after the popular television show, The Apprentice, where student teams accomplish a series of four challenges and their grades partially depend on actual results or the teams' competitive rankings as judged by clients.
References
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Book
Marketing management: analysis. planning. implementation and control
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Journal ArticleDOI
Client-Sponsored Projects in a Marketing Research Course
TL;DR: In this article, the authors present substantial pedagogical advantages to using research projects sponsored by "external" clients in a marketing research course, however, use of actual projects presents additional problems.
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Using Corporate Sponsored Marketing Management Projects
TL;DR: In this article, the authors provide information on the use of projects in a five hour undergraduate marketing management course and the projects have been used to supplement the text and lectures with the purpose of supplementing them.
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Commercial Marketing Reseachers’ Evaluations of Academic Journals and Marketing Research Education
TL;DR: In this article, the authors report the results of a descriptive study of executives employed by commercial marketing research firms concerning certain aspects of academia, and the results provide some useful insight into the field of marketing research.