Retail Safari: Systematically Walking the Retail Store with Buyers and Suppliers

Authors

Molly Inhofe Rapert, Sam M. Walton College of Business
Amaradri Mukherjee, Portland State UniversityFollow

Published In

Marketing Education Review

Document Type

Citation

Publication Date

4-2-2020

Abstract

Building on active, experiential, and situated learning, the Retail Safari brings together students and executives in a retail setting to witness first-hand how course knowledge will play out in the aisles and shelves of the retail world. Retail Safari was evaluated favorably in terms of pedagogical affect, perceived value of the course content, and willingness to recommend while also ranking favorably compared to nine other teaching activities. It is easily adapted to a variety of courses and content. The authors present an actionable GUIDE for implementing this activity, bringing to life marketing theories and tactics in a situated learning environment.

Rights

© 2020 Society for Marketing Advances.

Locate the Document

https://doi.org/10.1080/10528008.2020.1741389

DOI

10.1080/10528008.2020.1741389

Persistent Identifier

https://archives.pdx.edu/ds/psu/34933

Citation Details

Inhofe Rapert, M., & Mukherjee, A. (2020). RETAIL SAFARI: SYSTEMATICALLY WALKING THE RETAIL STORE WITH BUYERS AND SUPPLIERS. Marketing Education Review, 30(2), 92-97.