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.
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:
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
Edited by Ross Brennan, formerly Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK and Lynn Vos, Associate Professor of Marketing, Southern Alberta Institute of Technology, Canada
‘Teaching Marketing is a valuable contribution to both curriculum
development and the enhancement of teaching in marketing. The book
is pertinent to the teaching of both advanced students and
non-specialist groups. The chapters on the successful teaching of
research methods and the use of simulations I find to be most
insightful and helpful. Contributions from many highly respected
and experienced marketing scholars make this something that all
novice teachers of marketing should read, and which experienced
teachers should review to refine their art. A valuable and timely
contribution to marketing education.’
*John Nicholson, University of Huddersfield, UK*
‘Whether you are new to teaching marketing or have more experience
than you want to admit, Teaching Marketing has something for you.
The authors bring you back to the historical development of some
marketing sub-disciplines, including more recent developments such
as social marketing and the triple bottom line, and ground
marketing concepts in their academic context. New instructors can
find inspiration and contemporary techniques that are more
palatable to today’s students. A go-to reference manual to keep
yourself motivated and your students engaged!’
*Martine Spence, University of Ottawa, Canada*
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