e-space
Manchester Metropolitan University's Research Repository

Designing a web-driven retail marketing simulation

Pal, John W. and Stubbs, Mark A. and Lee, Anna (2005) Designing a web-driven retail marketing simulation. ISSN 0267-257X

Full text not available from this repository.

Abstract

This paper examines the benefits of adopting an experiential and integrated approach to marketing education on a first year undergraduate programme through the development of a simulation. It is demonstrated that embedding the simulation in the learning process and encouraging students to reflect on a series of assessment activities has enabled them to gain better insights into the skills and knowledge required to plan the opening of a new retail outlet. The skills and knowledge expected of new marketers, as outlined by the Chartered Institute of Marketing, were used in the design of the learning activities and it is shown how a blended approach has enriched the student experience and enabled the teaching team to meet all of the CIM's 'asset requirements'.

Impact and Reach

Statistics

Downloads
Activity Overview
0Downloads
197Hits

Additional statistics for this dataset are available via IRStats2.

Altmetric

Actions (login required)

Edit Item Edit Item