Affiliation:
1. Marketing Department, Baylor University, Waco, Texas.
Abstract
This article discusses an alternative to the traditional use of business cases in marketing courses. The skills required of a student in dealing with written case materials are quite different from skills later needed on the job: listening, taking notes, and formulating responses to problems communicated verbally. The author has developed several variations of audiovisually based cases. Advantages and disadvantages of these pedagogical alternatives are discussed.
Reference9 articles.
1. Ellis, Henry C. (1965), The Transfer of Learning, New York: Macmillan Co., pp. 48-53.
2. Transfer as a function of type and amount of preliminary experience with task stimuli.
Cited by
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