Scott A. Inks

Integrating Marketing Courses to Enhance Team-Based Experiential Learning

Many recent studies suggest that undergraduate education needs to be more effective. Accordingly, individuals involved in higher education continue to search for ways to improve student learning. This article describes a team-based experiential learning project that integrates three marketing courses: principles of marketing, principles of selling, and sales management. Working in teams, students in the principles of marketing course develop new product concepts and create corresponding marketing promotional materials for use in a mock trade show. Students from the personal selling and sales management courses, also working in teams, attend the trade show to identify and select products they wish to use to complete a sales call exercise. This project provides students an opportunity to work in teams and combine their efforts with teams from other courses to successfully complete their respective experiential exercises. The article includes students’ reactions to the project and steps for implementation.

The Advanced Course in Professional Selling

More universities are incorporating sales content into their curriculums, and although the introductory courses in professional sales have much common ground and guidance from numerous professional selling texts, instructors teaching the advanced selling course lack the guidance provided by common academic tools and materials. The resulting potential variance in content and pedagogy in advanced selling courses makes comparing programs or assessing the relative preparedness of students coming from different universities challenging for recruiters, faculty, and students. A review of the syllabi of the instructors currently teaching the advanced selling course reveals common themes, content, and pedagogy that are helpful to instructors desiring to develop an advanced selling course or those currently teaching the course. A review of the common content of the advanced selling course and an argument for the need of the advanced selling course are provided, along with suggestions for developing the course with examples of various projects and pedagogy.

Using Intramarketing to Gain Acceptance of Service Offerings Within an Organization

Abstract Intramarketing involves a unit in an organization distributing and promoting its service offering to employees within another unit of the same organization. In this context marketing is viewed as a societal process. The purpose of this paper is to indicate how the unit offering the service can apply the concept of intramarketing. To accomplish this goal the steps in constructing a strategic intramarketing plan include: identify the general objective, survey employees to gauge interest in the proposal, prepare a cost and benefit assessment, create a written plan, and ascertain whether the objectivewas attained.