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Experiential Learning Exercises in Services Marketing Courses
Dwayne D. Gremler
Department of Business, College of Business and Economics at the University of Idaho
K. Douglas Hoffman
Department of Marketing at Colorado State University
Susan M. Keaveney
University of Colorado at Denver
Lauren K. Wright
Department of Marketing at California State University at Chico
Business schools are often accused of focusing too much on quantitative and technical skills and spending too little time on interpersonal and communication skills. Experiential learning assignments provide an effective vehicle for addressing these concerns and are particularly well suited for services marketing courses. The objective of this article is to present a portfolio of experiential learning exercises that can be used in services marketing courses to facilitate the integration of course concepts, teamwork and team building, communication and listening skills, and critical thinking and problem solving.
Journal of Marketing Education, Vol. 22, No. 1,
35-44 (2000)
DOI: 10.1177/0273475300221005
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