Evaluating the Effectiveness of Training in Developing Marketing Planning: A Longitudinal Approach

Previous research has shown that, despite the wide usage and perceived validity of the case method in inculcating a broad range of skills, there has been little by way of research evaluating its effectiveness in practice. In addition, a growing number of writers have questioned why, despite all the marketing training which goes on, so little improvement in marketing′s implementation is witnessed. After examining the available evaluation approaches the project uses the most appropriate ones to assess the case method′s ability in developing a critical marketing skill; that of strategic marketing planning.