市场营销课程中真实案例对学生技能发展的影响

IF 2.8 Q1 EDUCATION & EDUCATIONAL RESEARCH

Journal of Marketing Education Pub Date : 2021-07-22 DOI:10.1177/02734753211034553

Shannon Cummins, Jeff Johnson

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引用次数: 4

摘要

对于市场营销专业的学生来说，现场案例是一种身临其境的学习体验，学生可以直接与外部组织合作解决现实世界的问题。目前在市场营销中使用现场案例的奖学金仅限于少数现场案例爱好者的小样本。本文从169名营销教育工作者的大型国际样本中，调查了真实案例对学生技能发展的感知教育影响。具体而言，本文探讨了学生的团队合作，冲突处理，时间管理，演讲，沟通和批判性思维技能。此外，本文还探讨了学生技能发展如何受到实际案例的课程时间以及教师实际案例经验的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Impact of Live Cases on Student Skill Development in Marketing Courses

Live cases, where students work directly with an outside organization to solve real-world problems, can be an immersive learning experience for marketing students. Current scholarship on live case usage in marketing is limited to small samples from a handful of live case devotees. This article draws from a large, international sample of 169 marketing educators to investigate the perceived educational impacts of live cases on student skill development. Specifically, the paper explores student teamwork, conflict handling, time management, presentation, communication, and critical thinking skills. Additionally, the article explores how student skill development is affected by the amount of course time dedicated to the live case as well as faculty experience with live cases.

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来源期刊

Journal of Marketing Education EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

6.00

自引率

25.00%

发文量

期刊介绍： The Journal of Marketing Education is the leading international scholarly journal devoted to contemporary issues in marketing education. Its mission is to provide a forum for the exchange of ideas, information, and experiences related to the process of educating students in marketing and its subfields. Its audience is largely composed of marketing faculty members at institutions of higher education where teaching is an integral component of their overall responsibilities. The main function of the Journal of Marketing Education is to publish articles focusing on the latest teaching/learning strategies and tactics in marketing education.