Achieving Marketing Curriculum Integration: A Live Case Study Approach

@article{Elam2004AchievingMC,
  title={Achieving Marketing Curriculum Integration: A Live Case Study Approach},
  author={Elizabeth L. R. Elam and Harlan E. Spotts},
  journal={Journal of Marketing Education},
  year={2004},
  volume={26},
  pages={50 - 65}
}
Movement toward more active, experiential learning pedagogies is a trend that has found increasing interest in the last decade. The reasons for this interest include creating a more involving and interesting experience for the student, creating a more memorable experience, and facilitating more effective and durable learning. This article discusses an innovative, team-based experiential learning project, oriented around a live case study. While live case studies have been used for some time… Expand

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