An Integrated Teaching/Learning Exercise Around a Market Research Project

J Byrne and E J Barnes

HND and Business Studies Degree students at Staffordshire Polytechnic are required to undertake a marketing research project for an external client as part of their marketing course.
  

An Integrated Teaching/Learning Exercise Around a Market Research Project

E. J. Barnes  and  J. Byrne

THE CONTEXT

Over the last decade there has been an increasing pressure in higher education to provide courses which have a vocational orientation and which equip students with the insights and skills for employment. It could be argued that the world of education and the world of commerce, business and industry are polarised in terms of their key objectives. Traditionally, the educator sees his/her task as a concern for the overall development of students. That is the development of their...

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