Abstract

This article presents an effective course supplement for Principles of Marketing classes. An experiential project involving online auctions is offered to instructors seeking to create a more participatory student environment and an interactive teaching style. A number of learning points are illustrated that allow instructors to use an auction project to illustrate specific Principles of Marketing concepts as a living case study. Emphasis in the present context is given to the illustration of the marketing mix, consumer behavior, ethics, e-marketing, and marketing research topics. An example for more advanced purposes is also provided. (Contains 5 tables.)

Citation

Wood, C.M. & Suter, T.A. (2004). Making Marketing Principles Tangible: Online Auctions as Living Case Studies. Journal of Marketing Education, 26(2), 137-144. Retrieved August 10, 2024 from https://www.learntechlib.org/p/64905/.

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Keywords

• Bids
• Business Administration Education
• case studies
• Class Activities
• Computer Assisted Instruction
• Consumer Economics
• ethics
• Experiential learning
• internet
• marketing
• Merchandising
• motivation
• Purchasing
• Supplementary Education
• Teaching Styles
• Theory Practice Relationship