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Promoting deep learning in Marketing Strategy through integration of a tri-sequel role play
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)In: Paper presented at the Strategic Management Society 27th Annual Conference, Houston, USA, October 28-31, 2017, Strategic Management Society , 2017Conference paper, Published paper (Refereed)
Abstract [en]

Marketing Strategy is by its nature difficult for students to grasp. The subject is abstract since the students most often have not yet encountered the ideas, processes and concept in their working life. One way to overcome this difficulty is to deploy active learning. We have in our course Cases in Marketing Strategy made use of the active learning technique of role play in order to make the concepts more fathomable for the students and also through deep learning have the students make them their own. In our experience of role play we have run into some obstacles, such as, reluctance to participate which we will discuss in this paper as well as suggest changes for improvement.

Place, publisher, year, edition, pages
Strategic Management Society , 2017.
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-63826OAI: oai:DiVA.org:lnu-63826DiVA, id: diva2:1095484
Conference
Strategic Management Society 27th Annual Conference, Houston, USA, October 28-31, 2017
Available from: 2017-05-15 Created: 2017-05-15 Last updated: 2017-11-07Bibliographically approved

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fulltext(186 kB)47 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf