Teaching Sales and Negotiation with Combining Computer-Based Simulation and Case Discussions

Marketing Education Review, Vol. 20, No. 2, 2010

Posted: 16 Sep 2010

See all articles by Lionel Bobot

Lionel Bobot

NEGOCIA; French National Institute for Agricultural Research (INRA)

Date Written: September 15, 2010

Abstract

Marketing educators have recognized the need for better preparation of marketing students for sales careers. In this study, the author compared the effectiveness of two different sales management course designs: one centered on case discussions and the other combining a computer-based simulation with some cases. In addition to evaluation of the research literature, the study involved experiments with six course sections composed of 150 students. Both course designs produced statistically equivalent learning outcomes; there were no significant differences between the two course designs in any of the nine outcome measures, including objective measures and student perceptions.

Keywords: sales management, teaching sales & negotiation, computer-based simulation

JEL Classification: M30

Suggested Citation

Bobot, Lionel, Teaching Sales and Negotiation with Combining Computer-Based Simulation and Case Discussions (September 15, 2010). Marketing Education Review, Vol. 20, No. 2, 2010, Available at SSRN: https://ssrn.com/abstract=1677279

Lionel Bobot (Contact Author)

NEGOCIA ( email )

8 avenue Porte de Champerret
Paris, 75017
France

French National Institute for Agricultural Research (INRA)

147, rue de l'Universite
Paris Cedex 07, 78-Yvelines 75338
France

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