Critical Thinking as an Integrative Theme for Teaching Lifelong Learning Skills in Marketing

Abstract

Marketers have recognized the need to reinforce lifelong learning skills within the marketing curriculum and marketing scholars have offered approaches for doing this both within individual marketing classes and across the entire marketing curriculum. Such approaches typically emphasize a set of desired skills and particular teaching methods by which the skills may be delivered. This paper offers a different and more integrative method. It recognizes critical thinking as the primary skill upon which other lifelong skills depend and presents a way to teach marketing courses in which critical thinking skills are the integrative theme around which other life skills are learned. Example assignments from four different marketing courses are presented along with advantages and implementation issues of the critical thinking teaching method.

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