The history of marketing thought: a teaching reflection

Abstract

Purpose The purpose of this paper is to reflect upon teaching the history of marketing thought. Design/methodology/approach The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved. Findings It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level. Originality/value The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.

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