An Expert Systems Approach for Teaching Marketing Case Analysis

Authors

  • Hugh M. Cannon
  • Fred W. Morgan

Abstract

This paper presents a procedure for using an expert-system development program to enhance marketing students’ case analysis skills. The procedure presents students with case studies and requires them to develop a set of decision rules to select an appropriate marketing strategy for each case. Students’ decision rules are used as feedback by instructors, enabling them to adjust teaching style to students’ needs.

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Published

1987-03-09