E-marketing action: an action learning approach to teaching e-marketing

Brennan, Ross and Harker, Michael J. (2003) E-marketing action: an action learning approach to teaching e-marketing. Marketing review, 3 (4). pp. 419-431. ISSN 1469-347X

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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
Research Areas: A. > Business School > Leadership, Work and Organisations
Item ID: 1675
Depositing User: Repository team
Date Deposited: 23 Mar 2009 17:52
Last Modified: 13 Oct 2016 14:13
URI: http://eprints.mdx.ac.uk/id/eprint/1675

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