Title

TEACHING PARTNERING STRATEGIES THROUGH THE CLIENT-BASED PROJECT APPROACH

School/Department

Crowell School of Business

Publication Date

Spring 2009

Abstract

This article provides specific recommendations to help faculty members teach the role of "partnering" in marketing project classes. Based on a ten-year research study, the paper explores a major shift in the pedagogy that occurred in which five new teaching strategies were implemented to assist marketing students in focusing on partnering strategies to build equity in the client relationship. The results have been superior marketing plans, highly satisfied students, and a significantly greater percentage of the plan being implemented by the clients.

Keywords

Educational innovations; Activity programs in education; Strategic alliances (Business)

Publication Title

Marketing Education Review

Volume

19

Issue

1

First Page

49

Last Page

55

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