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Let’s Go Party! Marketing Research Methods Course

In: The Palgrave Handbook of Experiential Learning in International Business

Author

Listed:
  • Natalie S. Mikhaylov

Abstract

The project describes a marketing research method course conducted during the Spring II bimester, 2008, at a private university in Guayaquil, Ecuador. The case illustrates the difference between experiential learning (EL) and traditional approaches for teaching international marketing, particularly marketing research methods, and provides suggestions for implementing EL projects in international business curricula.

Suggested Citation

  • Natalie S. Mikhaylov, 2015. "Let’s Go Party! Marketing Research Methods Course," Palgrave Macmillan Books, in: Vas Taras & Maria Alejandra Gonzalez-Perez (ed.), The Palgrave Handbook of Experiential Learning in International Business, chapter 48, pages 791-807, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-46772-0_48
    DOI: 10.1057/9781137467720_48
    as

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