Faculty Publications

Title

The Business Proposal: An Approach that Addresses Integrative Concerns and Practitioner/Academic Relations

Document Type

Article

Journal/Book/Conference Title

Journal of Marketing Education

Volume

10

Issue

1

First Page

34

Last Page

38

Abstract

The development of a business plan in an entrepreneurship class is a unique teaching tool that can be used by educators to achieve a number of worthwhile goals. The development of a comprehensive plan provides an opportunity for communication between market practitioners and marketing academics and a forum for a lively exchange of ideas, requires the student to integrate and apply knowledge from each of the several business disciplines, and provides an alternative method of accomplishing the purpose of a capstone policy course. The implementation and execution of a course designed to meet these goals is addressed. © 1988, SAGE Publications. All rights reserved.

Original Publication Date

1-1-1988

DOI of published version

10.1177/027347538801000105

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