Conference paper
Enhancing practical skills: Reflections on real case experience
Australian and New Zealand Marketing Academy (ANZMAC) Conference (Melbourne, Vic, Australia, 30/11/2009–02/12/2009)
2009
Abstract
This paper outlines reflections and a short peer evaluation of a live case study approach to a marketing management unit at undergraduate level. The value of a practical case approach for enhancing student skills is highlighted as are some of the lessons learned in the design and delivery of the unit. The paper offers reflections and a peer review which focus on the key elements of the live case. It outlines the adjustments which will be made at the next offering of the unit, and offers insights for others contemplating such projects.
Details
- Title
- Enhancing practical skills: Reflections on real case experience
- Authors/Creators
- P. Fulcher (Author/Creator)M. Paull (Author/Creator)
- Conference
- Australian and New Zealand Marketing Academy (ANZMAC) Conference (Melbourne, Vic, Australia, 30/11/2009–02/12/2009)
- Identifiers
- 991005543674707891
- Murdoch Affiliation
- Do not use- Former Murdoch Business School
- Language
- English
- Resource Type
- Conference paper
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