An integrated design for personal computers in the marketing curriculum
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 2
Abstract
This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.
Keywords
Marketing, Analytic Hierarchy Process, Decision Support System, American Market Association, Simulation Game
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