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Enhancing practical skills: Reflections on real case experience

Fulcher, P. and Paull, M. (2009) Enhancing practical skills: Reflections on real case experience. In: Australian and New Zealand Marketing Academy (ANZMAC) Conference, 30 November - 2 December, Melbourne, Vic, Australia



This paper outlines reflections and a short peer evaluation of a live case study approach to a marketing management unit at undergraduate level. The value of a practical case approach for enhancing student skills is highlighted as are some of the lessons learned in the design and delivery of the unit. The paper offers reflections and a peer review which focus on the key elements of the live case. It outlines the adjustments which will be made at the next offering of the unit, and offers insights for others contemplating such projects.

Publication Type: Conference Paper
Murdoch Affiliation: Murdoch Business School
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