Description
Book SynopsisTrade Review‘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
Table of ContentsContents: 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
