Application-Based Activities (ABAs) are highly interactive activities that immerse students in real-world business environments. Placed in the role of a Marketing Manager or business professional, students are challenged to apply multiple concepts and make data-informed decisions. 

Role-Playing ABAs compel students to think critically to solve real-world problems and apply the skills needed in the Principles of Marketing course. These often involve multiple decision-making paths which allow students to see the impact of their decisions immediately. Each ABA focuses on one topic and is intended to take approximately 10–20 minutes to complete.

ABA Implementation Guide

ABA Teaching Notes