An integrated design for personal computers in the marketing curriculum

  • Robert F. Dyer


This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.


Marketing Analytic Hierarchy Process Decision Support System American Market Association Simulation Game 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1987

Authors and Affiliations

  • Robert F. Dyer
    • 1
  1. 1.George Washington UniversityUSA

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