Bringing Experiential Learning to a Principles of Marketing Course

Dan L. Wardlow

Abstract


A design for an experiential learning exploration of principles of marketing is presented for a multimedia CDROM to supplement classroom teaching. The design reorganizes principles content into four bodies of knowledge: macromarketing, micromarketing, buyer behavior, and strategy. The CDROM’s strength lies in evoking a learner’s own experiences with marketing through interaction with engaging modules which simulate real world marketing phenomena, and which allow the learner to examine these phenomena in detail and in an organized context. Students report higher levels of course satisfaction, better retention of essential concepts, and increased appreciation for the importance of marketing in their lives.

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