A Comparison of Lecture-Case Study and Lecture-Computer Simulation Teaching Methodologies in Teaching Minority Students Basic Marketing

Louis C. Mancuso


"Ideally, university students enrolled in curricula for professional careers need instruction that offers knowledge and practical experience for future employment. In teaching basic marketing it is desirable that all instruction should be complemented by practical applications that reinforce classroom activities. Typically, two methods of instruction, lecture and case study, have been used predominantly among marketing educators in teaching basic marketing. The traditional lecture method often involves little more than one-way communication, i.e., there may be a question-answer period but the main emphasis is upon a teacher who stands in front of the class and lectures. The case study method attempts to provide an environment which may reinforce the principles of marketing. This is accomplished by allowing the student in the classroom to solve hypothetical marketing problems. But these may not be totally authentic because of the instructor’s lack of skill in selecting suitable cases or the case discussion can become superficial to the participants. In recent years, however, the computer has been used to simulate real-life situations in business and economics. These computer simulations offer numerous extensions of practical applications and experience for students. "

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