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

Newman, AJ; Hermans, CM

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.

• Journal Article Type: Article
• Publication Date: Jan 1, 2008
• Deposit Date: Oct 6, 2011
• Publicly Available Date: Apr 5, 2016
• Journal: Marketing Education Review
• Print ISSN: 1052-8008
• Electronic ISSN: 2153-9987
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 18
• Issue: 1
• Pages: 9-14
• Publisher URL: http://www.marketingeducationreview.com/
• Related Public URLs: http://www.mesharpe.com