Title

Breaking the MBA Delivery Mould: A Virtual International Multi-Group MBA/Practitioner Collaborative Project

Document Type

Article

Publication Date

2008

Abstract

The marketing education project presented here brings together a major UK banking institution and several of its high value clients (B-to-B) via e-mail, telephone, video conferencing and 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 (UK) and International Marketing, delivered at Missouri State University (US). Student groups worked as a “think tank” collaborating to solve important customer service issues.

Recommended Citation

Newman, Andrew J., and Charles M. Hermans. "Breaking the MBA Delivery Mould: A Virtual International Multi-Group MBA/Practitioner Collaborative Project: [Winner of the 2007 Houghton Mifflin/Pride/Ferrell Innovations in Teaching Competition]." Marketing Education Review 18, no. 1 (2008): 9-14.

DOI for the article

10.1080/10528008.2008.11489018

Department

Marketing

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