This article describes an innovative strategic tools course designed to enhance the problem-solving skills of marketing majors. The course serves as a means of preparing students to capitalize on opportunities afforded by a case-based capstone course and to better meet the needs and expectations of prospective employers. The course format utilizes active and deep learning to provide students with the ability to identify a marketing problem, select and use a strategic marketing tool or set of tools appropriate to its solution, collect and analyze relevant data, and make concrete data-based recommendations. Knowledge of the problem identification-to-recommendation process is enhanced via a “learning spiral,” which requires students to apply additional tools in different contexts, thus increasing their breadth and depth of understanding. The authors describe in detail two of the strategic tools that comprise course content (perceptual mapping and conjoint analysis). Finally, the article discusses the rewards and challenges that can be anticipated by those teaching the course.
Bacon, D., & Stewart, K. (2006). How fast do students forget what they learn in consumer behavior? A longitudinal study. Journal of Marketing Education, 28, 181-192.
2.
Barr, T.F., & McNeilly, K.M. (2002). The value of students' classroom experiences from the eyes of the recruiter: Information, implications, and recommendations for marketing educators. Journal of Marketing Education, 24, 168-173.
3.
Bovinet, J.W. (2007). Different skill-set views: A four-year study of marketing students, practitioners and educators. Journal of Business and Public Affairs, 1. Retrieved July 18, 2007, from http://www.scientificjournals.org/journals2007/articles/1023.htm
4.
Chonko, L.B., & Caballero, M.J. (1991). Marketing madness, or how marketing departments think they're in two places at once when they're not anywhere at all (according to some). Journal of Marketing Education, 13, 14-25.
5.
Constable, J., & McCormick, R. (1987). The making of British managers. London: Department of Education and Science, CBI/BIM.
6.
Cook, R.W., & Swift, C.O. (2006). The pedagogical efficacy of a sales management simulation. Marketing Education Review, 16, 37-46.
Curran-Kelly, C. (2005). Stranger in a strange land: Using international student experiences to teach adaptation in global marketing. Marketing Education Review, 15, 55-58.
9.
Dabbour, K.S. (1997). Applying active learning methods to the design of library instruction for a freshman seminar. College and Research Libraries, 58, 299-308.
10.
Daly, S.P. (2001). Student-operated Internet businesses: True experiential learning in entrepreneurship and retail management. Journal of Marketing Education, 23, 204-215.
11.
Davies, M., & Prince, M. (2005). Dynamics of trust between clients and their advertising agencies: Advances in performance theory. Academy of Marketing Science Review, 11, 1-32.
12.
Drea, J.T., Tripp, C., & Stuenkel, K. (2005). An assessment of the effectiveness of an in-class game on marketing students' perceptions and learning outcomes. Marketing Education Review, 15, 25-33.
13.
Edwards, H. (2005, October 12). Ten ideas from academia . . . worth the paper they're written on. Marketing, pp. 32-35.
14.
Enis, B. (1989). Muckraker has warning for marketing scholars. Marketing News, 23, 6.
15.
Floyd, C.J., & Gordon, M.E. (1998). What skills are most important? A comparison of employer, student, and staff perceptions. Journal of Marketing Education, 20, 103-109.
16.
Garcia, T., & Pontrich, P.R. (1996). The effects of autonomy on motivation and performance in the college classroom. Contemporary Education Psychology, 21, 477-486.
17.
Garner, W.R. (1974). The processing of information and structure. Hillsdale, NJ: Lawrence Erlbaum.
18.
Granitz, N.A. (2001). Active learning and morality: Incorporating greater meaning into marketing education. Marketing Education Review , 11, 25-41.
19.
Gredler, M.E. (1997). Learning and instruction: Theory into practice . Upper Saddle River NJ, Prentice Hall.
20.
Green, P.E., & Srinivasan, V. (1990). Conjoint analysis in marketing: New developments with implications for research and practice. Journal of Marketing, 54, 3-19.
Handy, C. (1987). The making of managers. London : National Economic Development Office, CBI/BIM.
23.
Hamer, L.O. (2000). The additive effects of semistructured classroom activities on student learning: An application of classroom-based experiential learning techniques. Journal of Marketing Education, 22, 25-34.
24.
Haytko, D.L. (2006). The price is right: An experiential pricing concepts game. Marketing Education Review, 16, 1-4.
25.
Huff, L.C., Cooper, J., & Jones, W. (2002). The development and consequences of trust in student project groups. Journal of Marketing Education, 24, 24-34.
26.
Hunt, S.D., & Laverie, D.A. (2004). Experiential learning and the Hunt-Vitell theory on ethics: Teaching marketing ethics by integrating theory and practice. Marketing Education Review, 14, 1-14.
27.
Jaju, A., & Kwak, H. (2000). Learning preferences of marketing students. In J. P. Workman Jr. & W. D. Perreault Jr. (Eds.), Marketing in a time of great change (pp. 243-250). Chicago: American Marketing Association.
28.
Kaplan, R.S., & Norton, D.P. (2000). The strategy-focused organization: How balanced scorecard companies thrive in the new business environment. Boston: Harvard Business School Press.
29.
Karns, G.L. (2005). An update of marketing student perceptions of learning activities: Structure, preferences, and effectiveness. Journal of Marketing Education, 27, 163-171.
30.
Kaynama, S.A., & Keesling, G. (2000). Development of a Web-based Internet marketing course. Journal of Marketing Education, 22, 84-89.
31.
Kelley, C.A., & Gaedeke, R.M. (1990). Student and employer evaluation of hiring criteria for entry-level marketing positions. Journal of Marketing Education, 12, 64-71.
32.
Klink, R.R., & Athaide, G.A. (2004). Implementing service learning in the principles of marketing course. Journal of Marketing Education, 26, 145-153.
33.
Kolb, D.A. (1984). Experiential learning: Experience as a source of learning and development. Englewood Cliffs, NJ: Prentice Hall. Kotler , P. (2005). According to Kotler: The world's foremost authority on marketing answers your questions. New York: AMACOM/ American Management Association.
34.
Lawson, T.J. (1995). Active-learning exercise for consumer behavior classes. Teaching of Psychology, 22, 200-202.
35.
Li, T., Greenberg, B.A., & Nicholls, J.A.F. (2007). Teaching experiential learning: Adoption of an innovative course in an MBA marketing curriculum . Journal of Marketing Education, 29, 25-33.
36.
Lopez, T.B., & Lee, R.G. (2005). Five principles for workable client-based projects: Lessons from the trenches. Journal of Marketing Education , 27, 172-188.
37.
Marton, F., & Saljo, R. (1976). On qualitative differences in learning: I. Outcome and process. British Journal of Educational Psychology, 46, 4-11.
38.
McCombs, B.L., & Whistler, J.S. (1997). The learner-centered classroom and school: Strategies for increasing student motivation and achievement. San Francisco: Jossey-Bass.
39.
McCorkle, D.E., Alexander, J.F., Reardon, J., & Kling, N.D. (2003). Developing self-marketing skills: Are marketing students prepared for the job search? Journal of Marketing Education, 25, 196-207.
40.
Myers, J.H., & Mullet, G.M. (2003). Managerial applications of multi-variate analysis in marketing. Chicago: AMA.
41.
O'Brien, E.M., & Deans, K.R. (1995). The position of marketing education: A student versus employer perspective. Marketing Intelligence and Planning , 13, 47-52.
42.
Perry, N.W., Huss, M.T., McAuliff, B.D., & Galas, J.M. (1996). An active-learning approach to teaching the undergraduate psychology and law course. Teaching of Psychology, 23, 76-81.
43.
Peterson, R.M., & Albertson, D.E. (2006). Running a micro business in marketing class: Experiential learning right out of the gate. Marketing Education Review, 16, 105-109.
44.
Piaget, J. (1970). Piaget's theory. In P. H. Mussen (Ed.), Carmichael's manual of child psychology (3rd ed., pp. 703-732). New York: John Wiley.
45.
Piaget, J., & Inhelder, B. (1973). Memory and intelligence. New York: Basic Books.
46.
Porter, L., & McKibben, R. (1988). Management education and development: Drift or thrust into the 21st century?New York: McGraw-Hill.
47.
Sinclair, S.A., & Stahling, E.C. (1990). Perceptual mapping: A tool for industrial marketing: A case study. Journal of Business & Industrial Marketing, 5, 55-66.
48.
Smith, E.T., & Boyer, M.A. (1996). Designing in-class simulations. PS: Political Science and Politics, 29, 690-694.
49.
Smith, K.H. (2004). Implementing the "Marketing You" project in large sections of principles of marketing. Journal of Marketing Education, 26, 123-136.
50.
Smith Ducoffe, S.J., & Tucker, M. (2004). Is the price right? A marketing exercise in setting a selling price. Marketing Education Review, 14, 13-19.
51.
Sykes, C. (1988). Profscam. New York: St. Martin's.
52.
Vander Schee, B.A. (2007). Setting the stage for active learning: An interactive marketing class activity. Marketing Education Review, 17, 63-67.
53.
West, V.L. (2006). Teaching written communication skills in professional selling: The cover letter. Journal of Marketing Education , 28, 205-217.
54.
Widmier, S., Loe, T., & Selden, G. (2007). Using role-play competition to teach selling skills and teamwork. Marketing Education Review, 17, 69-78.
55.
Wittink, D., & Cattin, P. (1989). Commercial use of conjoint analysis: An update . Journal of Marketing, 53, 91-96.
56.
Wittink, D., Vriens, M., & Burhenne, W. (1994). Commercial use of conjoint in Europe: Results and critical reflections. International Journal of Research in Marketing, 11, 41-52.
57.
Wood, C.M. (2003). The effects of creating psychological ownership among students in group projects. Journal of Marketing Education , 25, 241-249.
58.
Wood, C.M., & Suter, T.A. (2004). Making marketing principles tangible: Online auctions as living case studies. Journal of Marketing Education, 26, 137-144.
59.
Wooldridge, B.R. (2006). The power of perception: An active/ experiential learning exercise for principles of marketing. Marketing Education Review, 16, 5-7.
60.
Wright, L.K., Bitner, M.J., & Zeithaml, V.A. (1994). Paradigm shifts in business education: Using active learning to deliver services marketing content. Journal of Marketing Education, 16, 5-19.
61.
Young, M.R., Klemz, B.R., & Murphy, J.W. (2003). Enhancing learning outcomes: The effects of instructional technology, learning styles, instructional methods, and student behavior. Journal of Marketing Education, 25, 130-142.
