Vol. 1, No. 3, Fall 2005
| Benoit Duguay and Jean Harrison-Walker Publish Articles on How to Incorporate Marketplace into a Marketing Curriculum Using the Web Marketplace Simulation in an Undergraduate Capstone Marketing Management Course by Benoit Duguay, Université du Québec à Montréal [Published July, 2005]. Dr. Duguay writes that throughout his career, he has combined practice and teaching. He has been using simulations since the late 1970's, and Marketplace since the winter of 2000. He has coached seven (7) Marketplace classes since then. Dr. Duguay feels his teaching approach to Marketplace is inspired by his experience as a manager more than by his theoretical knowledge of business and marketing. His method is simple and well known in successful businesses: strong leadership and coaching. These two ingredients increase student motivation and allow them to unleash their creativity. In this article, Dr. Duguay's describes a methodology for using Marketplace in a capstone marketing course, methodology that effectively engages undergraduates. Dr. Duguay focuses on student independence and instructor availability, which he finds creates team cohesion and a passion for the process. Ultimately, the student's education in this course comes from within, the synthesis of the previous courses with the immersion in the safe world of the simulation. To read Dr. Duguay's article, go to: http://www.marketingpower.com/content24873C6220.php Dr. Harrison-Walker Using the Simulation Method of Teaching in Higher Education: Marketing and Marketplace, by L. Jean Harrison-Walker, The University of Houston-Clear Lake [Published July, 2005]. In her abstract, Dr. Harrison-Walker writes, "Historically, the case study method of teaching has been used by all of the leading business schools. A critical limitation of the case study method is that students never have an opportunity to see or be held accountable for outcomes of the recommendations they propose. The pedagogy of choice for today's cutting edge business schools is the simulation method of teaching. This paper describes the transition from using marketing management case studies to using a marketing management simulation, identities ten critical teaching tips for faculty wishing to make the transition, and describes the challenges faculty should anticipate in using the simulation method of teaching. Specifically, the exemplary simulation that is the focus of this paper is Marketplace, developed by Dr. Ernest Cadotte, Professor of Marketing at the University of Tennessee, and marketed by Innovative Learning Solutions, Inc."
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