Modular Experiential Learning for Business-to-Business Marketing Courses

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.