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Teaching Marketing Theory

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Management and Marketing Education Evaluation of Teaching Practices Innovative Teaching Methodologies in Social Sciences

Abstract

There is no consensus on what to teach in marketing theory or how to teach it: no established syllabus, no standard textbook and no standard teaching method. In addition academics seem to have little interest in teaching marketing theory and students have even less interest in learning about it. This article describes how anacademic, asked to teach a new marketing theory course at short notice, overcame these difficulties by designing and implementing an innovative marketing theory course using a hermeneutic approach.

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1990The Effect of a Market Orientation on Business Profitability 1993Market Orientation: Antecedents and Consequences 1987Educating the Reflective Practitioner: Toward a New Design for Teaching and Learning in the Professions 1976ON QUALITATIVE DIFFERENCES IN LEARNING: I—OUTCOME AND PROCESS*1972A Generic Concept of Marketing 2000On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing 1995Market Orientation and Company Performance: Empirical Evidence From UK Companies 1976The Nature and Scope of Marketing

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