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International Jornal of Marketing Education

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Learning by Doing

IJME vol 1 issue 1


Author(s): David J. Reibstein

This paper discusses alternative pedagogical styles to be considered for teaching marketing and the factors that should determine the selection of when a particular style should be used. It looks at a specific class topic, resource allocation, walks through the decision of which approach to use, and then details the particular application. In the example, which is built around an s-shaped response function, it is clear that simple linear solutions will lead to erroneous allocations. While this is a well-known fact, what is presented is a teaching approach to drive the lesson home in a memoriable context. This is all described in the form of a 'one-time' simulation - a useful way to provide student experiental learning.

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