Developing Marketing Skills in the Beginning Marketing Student

Abstract

This article reports the use of a two-phase approach to developing marketing skills in the beginning marketing student. Phase one consists of a student team analysis of an existing company's marketing strategy, while phase two requires the individual student to develop an original marketing strategy. These two phases, which dovetail nicely, provide the student with the opportunity to use marketing concepts. As a result, the student may gain a greater understanding of marketing theory while developing some practical application skills.