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Journal of Marketing Education
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Forensic Marketing: The Use of the Historical Method in a Capstone Marketing Course

Dave Bussière

Odette School of Business, University of Windsor, Windsor, Ontario, Canada N9B3P4; 519-253-3000, ext. 3132 bussiere{at}uwindsor.ca

Case studies have long been used in marketing programs as a way to provide real-world context to business issues and to structure analysis and decision making. In a similar fashion, advocates of the teaching of business/marketing history believe that it provides a contextual background for the marketing student. This article first demonstrates that the historical method is similar to and compatible with the case method. It is then shown that the historical method strengthens analytical skills not used in the case method. Finally, this article further describes an innovative student assignment/project that requires the use of the historical research method.

Key Words: marketing • history • historical method • capstone course • curricula

Journal of Marketing Education, Vol. 27, No. 1, 61-67 (2005)
DOI: 10.1177/0273475304273352
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