What question did this study set out to answer?

The study aims to evaluate the effectiveness of The Sales Marketplace exercise in improving students' sales negotiation skills and self-awareness.

December 8, 2025Journal for Advancement of Marketing EducationOpen Access

Learning Beyond Negotiation Tactics: The Sales Marketplace

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Active learning methods improve negotiation skills, teamwork, and creativity in marketing students, indicating better sales training outcomes.

The study aims to evaluate the effectiveness of The Sales Marketplace exercise in improving students' sales negotiation skills and self-awareness.
Survey of 76 upper-year undergraduate marketing students
Evaluation of The Sales Marketplace exercise
Comparison with traditional negotiation formats
Students rated The Sales Marketplace superior in 15 questionnaire items
Reported better outlook on the sales marketplace
Enhanced problem analysis, interpersonal skills, and emotional control
Increased knowledge of sales principles, imagination, and creativity

Seung Hwan Lee (2016) studied this question.

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Active learning methods improve negotiation skills, teamwork, and creativity in marketing students, indicating better sales training outcomes.