Abstract
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.
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Dyer, R.F. An integrated design for personal computers in the marketing curriculum. JAMS 15, 16–24 (1987). https://doi.org/10.1007/BF02723398
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DOI: https://doi.org/10.1007/BF02723398