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Breaking the MBA delivery mould: A multi-group international MBA / practitioner virtual collaborative project

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.

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Abstract

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.

Item Type: Article
Themes: Media, Digital Technology and the Creative Economy
Schools: Colleges and Schools > College of Business & Law > Salford Business School > Marketing and Services Management
Journal or Publication Title: Marketing Education Review
Publisher: CTC Press
Refereed: Yes
ISSN: 1052-8008
Related URLs:
Depositing User: Professor Andrew J Newman
Date Deposited: 06 Oct 2011 09:26
Last Modified: 20 Aug 2013 17:11
URI: http://usir.salford.ac.uk/id/eprint/17901

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