through traditional marketing courses such as principles of
marketing, consumer behavior, introduction to advertising,
marketing research, and global marketing management.
The various technological applications are incorporated
into the Initiative in order to illustrate the marketing
concepts and principles in a way that students are likely
to understand and remember. This approach is consistent
with the experiential learning model, which has been thoroughly
addressed in the educational literature (Kolb 1976,
1984; Reese 1998; Wankat and Oreovicz 1993). Therefore,
the knowledge and skills students obtain through the use
of hands-on technology tools is an important focal point
in the learning process, but secondary to the underlying
marketing concepts and principles.