Computer-enabled Marketing Education: The Implementation of the Markstrat Simulation Exercise

By Călin Gurău and Ashok Ranchhod.

Published by The Learner Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The paper identifies the main problems related with the process of organising a Markstrat simulation exercise, formulating a series of propositions which summarise the critical aspects of this activity.

Keywords: Interactive Learning Environments Teaching/Learning Strategies, Evaluation of CAL Systems

International Journal of Learning, Volume 12, Issue 11, pp.165-178. Article: Print (Spiral Bound). Article: Electronic (PDF File; 963.746KB).

Dr Călin Gurău

Dr. Călin Gurău is Professor in Marketing at GSCM – Montpellier Business School, France. He is a Junior Fellow of the World Academy of Art and Science, Minneapolis, USA. He worked as Marketing Manager in two Romanian companies and he has received degrees and distinctions for studies and research from University of Triest, Italy, University of Vienna, Austria, Duke University, USA, University of Angers, France and Oxford University, United Kingdom. His present research interest focuses on Marketing Strategy of the Biotechnology Firms and Marketing Strategies on the Internet.

Ashok Ranchhod

Dr. Ashok Ranchhod is Head of Marketing and Professor of Marketing at Southampton Business School as well as Visiting Professor at the University of Angers, France. He has published many papers on the subject of Strategic Marketing, Marketing on the Internet and Marketing in High Technology Sectors, in national and international journals. He is also an Examiner at the Chartered Institute of Marketing, U.K., for which he wrote a number of Case Studies. He has more than 10 years experience in organising Markstrat simulation exercises.

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