Value-Chain Analysis Of Prohibition In The United States, 1920-1933: A Historical Case Study In Marketing

The federal ban on the manufacture, distribution, and sale of alcoholic beverages in the United States from 1920-1933 provides a unique and fascinating context for understanding fundamental marketing processes. The most direct pedagogical outcome of this case is the application of value-chain marketing dynamics within the context of Prohibition. Students will also be made aware of the importance and relevance of understanding marketing history, and the role of marketing in history. This case study is primarily intended for use in intermediate (e.g., Retailing/Distribution) or advanced (e.g., Marketing Management) marketing courses, but is adaptable for introductory courses (e.g., Principles of Marketing)

European Study Tour Applications Of Experiential Learning Processes In Marketing Education

This article reports on an application of Kolb’s (1981; 1984) experiential learning cycle in the context of international marketing education.  Two study tours, in which International Marketing students at a U.S. college visited various cities in Europe, are described, with an emphasis on the ways in which differences in the structure of the tours may have affected learning outcomes.  Implications of these outcomes for the development of international learning experiences, and for future research in this area, are discussed