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Bridging Marketing Theory and Practice for Consumer Behaviour Master's Students: A Case Study from Sweden
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Sundstrom, Malin; Hagberg, Johan – Industry and Higher Education, 2010
This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Boras in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies with practical experience in a retail context. The…
Descriptors: Marketing, Foreign Countries, Case Studies, Consumer Education