期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2010
卷号：17
期号：1
页码：23
出版社：Marketing Management Association
摘要：Experiential learning activities are a product of the paradigm shift away from simple dissemination of knowledge toward the production of learning. This shift in thinking requires marketing educators to develop and implement activities that allow students to experience the curriculum in order to prepare them for life outside of the classroom. Overall, this is a grand scale endeavor, but simple activities that illustrate individual marketing concepts can heed major progress in teaching students to think. Consumer behavior is an important part of the marketing curriculum, and understanding the processes that consumers employ when making decisions is a major part of the consumer behavior content. This paper describes a straightforward pedagogical tool that can be used in Principles of Marketing or Consumer Behavior --or any courses where teaching decision making is necessary. The process and preparation for implementing this classroom based experiential learning technique are described in detailed
