Modular Experiential Learning for Business-to-Business Marketing Courses

Abstract

In this article, the authors present the Extended Buying Center Game (EBCG), an experiential exercise that integrates marketing concepts and theory with a strong emphasis on industry skills and that does so in an adaptive course design format. The focus of the EBCG is on organizational buying behavior, buyer-seller interaction, and marketing response. The EBCG structure provides students with cooperative and competitive roleplaying opportunities, individual and group written assignments and presentations, and verbal skill challenges.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 17 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.