Abstract
This paper presents an innovative instructional module for undergraduate Consumer Behavior courses, based on its implementation at a regional Midwestern university for the past three years. The proposed Market Interaction Modeling (MIM) project fills the void in experiential methods, information technology integration, and real world relevance that has been repeatedly called for in the marketing education literature. The MIM module blends the necessary cognitive choice theory with poignant digital market connectivity themes, while also providing experiential learning opportunities that exceed the traditional sufficiency level for the Consumer Behavior course.
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