Marketing Capstone Models The Apprentice Television Show With Client-Sponsored Projects
Marketing Capstone Models The Apprentice Television Show With Client-Sponsored Projects
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营销 Capstone 通过客户赞助的项目模拟《学徒》电视节目
DOI：
10.1177/0273475311420239
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发表时间：
2011
影响因子：
2.4
通讯作者：
J. Strauss
中科院分区：
文献类型：
--
作者：
J. Strauss
市场营销教师使用案例，模拟和客户赞助的项目，以实现市场营销顶点类的学习目标。这门课通常旨在整合和应用以前学到的材料，并将学生过渡到他们的职业生涯。本文借鉴专业学校、创造性问题解决和建构主义学习文献，描述了一个以流行电视节目《学徒》为模式的独特客户赞助项目顶峰。学生团队完成一系列的四个挑战，他们的成绩部分取决于实际结果或团队的竞争力排名，由客户判断。在这门课上没有考试，讲座和少量指定的阅读：相反，学生必须确定他们需要学习什么，以解决每个挑战，教师作为教练和学习促进者。该课程通过在短时间内提供现实世界的问题来吸引和激励学生，并培养他们创造性的解决问题，演示，时间管理和团队合作技能。虽然案例和模拟可以提高创造性解决问题的能力，但客户赞助的项目更容易以激发创造性思维所需的模糊方式进行框架设计。本文将详细描述该类，概述示例项目并讨论客户赞助项目的一些挑战。
Marketing faculty use cases, simulations, and client-sponsored projects to achieve learning objectives in the marketing capstone class. This class typically aims to integrate and apply previously learned material and to transition students into their careers. Drawing on the professional school, creative problem solving and constructivist learning literature, this article describes a unique client-sponsored project capstone patterned after the popular television show, The Apprentice. Student teams accomplish a series of four challenges and their grades partially depend on actual results or the teams’ competitive rankings as judged by clients. There are no exams, lectures, and little assigned reading in this class: Instead, students must determine what they need to learn in order to solve each challenge and the instructor serves as coach and learning facilitator. The class engages and motivates students by providing real-world problems in a short time frame, and develops their creative problem solving, presentation, time management, and team work skills. Although cases and simulations can increase creative problem-solving skills, client-sponsored projects are more easily framed in the ambiguous manner needed to stimulate creative thinking. This article describes the class in detail, outlining sample projects and discussing some of the challenges with client-sponsored projects.