Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F19%3A79666" target="_blank" >RIV/60460709:41110/19:79666 - isvavai.cz</a>

Result on the web

<a href="https://www.eriesjournal.com/index.php/eries/article/view/205/177" target="_blank" >https://www.eriesjournal.com/index.php/eries/article/view/205/177</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7160/eriesj.2019.120301" target="_blank" >10.7160/eriesj.2019.120301</a>

Result language

angličtina

Original language name

Encourage them to learn: Case Study of Fictitious Product and Virtual Market in Marketing Communications Degree Course

Original language description

At the Faculty of Economics and Management at the Czech University of Life Sciences Prague (CULS Prague) a wide range of marketing courses are taught, covering many aspects of marketing theory. The curriculum of the majority of marketing courses consists of case studies and project work in teams. The students in their MSc. studies have five marketing subjects in total, and work with different teachers, though the same teaching approach and design (project teaching) is used. In this article, we present the results of a new design for the Marketing Communications course. In this case, students are engaged in designing a real package for a fictitious product, and to enter a virtual market using a wide range of promotional tools. The students then debrief the entire experience as consumers in that virtual market. The course uses a mix of traditional and contemporary teaching techniques in the field of marketing communications. It can be used in traditional or blended learning or adapted for online course

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal on Efficiency and Responsibility in Education and Science

ISSN

2336-2375

e-ISSN

1803-1617

Volume of the periodical

12

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

9

Pages from-to

66-74

UT code for WoS article

000489101400002

EID of the result in the Scopus database

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