Newman, AJ and Hermans, CM 2008, 'Breaking the MBA delivery mould: A multi-group international MBA / practitioner virtual collaborative project' , Marketing Education Review, 18 (1) , pp. 9-14.
- Accepted Version
Download (73kB) | Preview
- Submitted Version
Restricted to Repository staff only
Download (114kB) | Request a copy
The marketing education project presented here brings together a major UK financial institution in the banking sector and a selection of its high value clients (B-to-B) via e-mail, telephone, video conferencing and other web-based technologies, with two geographically dispersed MBA classes in the UK and the US. Student groups were set up in virtual teams to target critical customer issues, analyzing gaps in the client-company interface. The two MBA courses included Customer Management & Quality Systems delivered at the University of Manchester, Manchester Business School (UK) and International Marketing, delivered at Missouri State University (US). The groups worked as a "think tank" collaborating to solve important customer service issues.
|Themes:||Media, Digital Technology and the Creative Economy|
|Schools:||Schools > Salford Business School > Business and Management Research Centre|
|Journal or Publication Title:||Marketing Education Review|
|Depositing User:||Professor Andrew J Newman|
|Date Deposited:||06 Oct 2011 09:26|
|Last Modified:||29 Oct 2015 00:49|
Actions (login required)
|Edit record (repository staff only)|