Operation Valuation: Teaching Pricing Concepts in an Experiential Environment
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| Title: | Operation Valuation: Teaching Pricing Concepts in an Experiential Environment |
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| Language: | English |
| Authors: | Mills, Adam J., Treen, Emily |
| Source: | Journal of Marketing Education. Aug 2016 38(2):73-82. |
| Availability: | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com |
| Peer Reviewed: | Y |
| Page Count: | 10 |
| Publication Date: | 2016 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Marketing, Business Administration Education, Experiential Learning, Class Activities, Assignments, College Instruction, Undergraduate Students, Computer Uses in Education, Statistical Analysis, Qualitative Research |
| DOI: | 10.1177/0273475316649414 |
| ISSN: | 0273-4753 |
| Abstract: | Although marketing education has seen a dramatic shift toward hands-on, experiential learning in recent years, the teaching of pricing has fallen behind complementary elements of the marketing mix in pedagogical execution. Although the teaching of pricing has shifted focus from economic-based models to value-based pricing in theory, available pedagogical tools for teaching value-based pricing are scarce. This article proposes and outlines an experiential class assignment that engages students in a real-world, applied, market exchange environment. While avoiding the inherent risks of using actual money for transactions, this assignment enables students to explore the consumer motivations and perceptions of value central to value-based pricing. |
| Abstractor: | As Provided |
| Number of References: | 36 |
| Entry Date: | 2016 |
| Accession Number: | EJ1108549 |
| Database: | ERIC |
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