Brennan, R. and Harker, M.J. (2003) E-marketing action. Marketing Review, 3 (4). pp. 419-431. ISSN 1469-347X
Full text not available in this repository. (Request a copy from the Strathclyde author)Official URL: http://dx.doi.org/10.1362/146934703771910053
Abstract
Influential marketing academics have argued that marketing education needs to be made more relevant to marketing practice. An important aspect of relevance is the acquisition of work-related skills, including group working skills. Traditional teaching methods are inappropriate for the development of such skills. Action learning is proposed as an alternative, more effective approach. The principles of action learning are described, and a case study of the implementation of an action learning module in e-marketing is used to illustrate those principles in practice.
| Item type: | Article |
|---|---|
| ID code: | 4463 |
| Keywords: | e-marketing, internet marketing, action-learning, marketing, Marketing. Distribution of products, Education (General) |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products Education > Education (General) |
| Department: | Strathclyde Business School > Marketing |
| Related URLs: | |
| Depositing user: | Strathprints Administrator |
| Date Deposited: | 19 Nov 2007 |
| Last modified: | 12 Mar 2012 10:41 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/4463 |
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