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Full Description
Teaching Marketing prompts the reader to reflect on why marketing is taught, how it is taught and what should be included in curricula in tertiary-level programmes. The international contributors have a wide range of expertise in marketing education and provide their own perspectives on these questions while considering a variety of different points of view so encouraging the reader to develop their own opinion.
Topics range from all-encompassing issues such as the importance of grounding marketing education on a sound ethical foundation, to focused explorations of how to teach subjects that marketing students typically find tricky, such as research methods, business-to-business marketing, and marketing science. The use of new classroom techniques such as business simulation games is also covered, as well as how to teach marketing theory and critical marketing.
With sound advice from experienced marketing educators at both curriculum and classroom level, this book will be essential for those looking for assistance with curriculum development and programme planning in marketing.
Contents
Contents:
1 Introduction to Teaching Marketing 1
Ross Brennan and Lynn Vos
2 Ethics and responsibility from the outset 21
Anita Peleg
3 Teaching marketing theory and critical thinking 55
Caroline Tynan and Teresa Heath
4 The marketing curriculum 75
Michael Harker and Andrew Paddison
5 Integrating learning with marketing simulations 102
Lynn Vos
6 Teaching consumer behaviour 131
Andrew Corcoran
7 Teaching marketing history 158
Ben Wooliscroft
8 Teaching business-to-business marketing 181
Ross Brennan
9 Why do students dislike research methods modules and
what to do about it? 201
Barbara Czarnecka and Maria Rita Massaro
10 Teaching social marketing 223
Ariadne Beatrice Kapetanaki and Fiona Spotswood
11 Teaching international marketing 255
Jonathan Wilson
12 Teaching marketing science 285
Dag Bennett
Index
