Teaching Sales and Negotiation with Combining Computer-Based Simulation and Case Discussions
Marketing Education Review, Vol. 20, No. 2, 2010
Posted: 16 Sep 2010
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
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