Teaching marketing

Introduction to Teaching Marketing — Ethics and responsibility from the outset — Teaching marketing theory and critical thinking — The marketing curriculum — Integrating learning with marketing simulations — Teaching consumer behaviour n — Teaching marketing history — Teaching business-to-business marketing — Why do students dislike research methods modules and what to do about it? — Teaching social marketing — Teaching international marketing — Teaching marketing science.

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.