ERIC Number: EJ1353907
Record Type: Journal
Publication Date: 2022
Pages: 6
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: EISSN-2153-9987
Integrating Transformative Consumer Research into the Marketing Curriculum: A Design Thinking Pedagogical Approach
Marketing Education Review, v32 n2 p163-168 2022
While marketing educators have identified the need for integrating transformative consumer behavior (TCR) in the marketing curriculum, they offer scant examples as it relates to actual student projects. The purpose of this article is to demonstrate how marketing educators can help students design interventions that address macro-level marketing issues by targeting consumers on the micro-level via marketing strategies. Findings indicate the multistep design-thinking learning method increased students' awareness of systemic interactions and intersections in the market while creating empathy for various audiences. A detailed implementation plan is provided for educators to use in consumer behavior, marketing strategy, and marketing research course.
Descriptors: Design, Teaching Methods, Marketing, Student Projects, Intervention, Behavior Change, Consumer Economics, Thinking Skills, Learning Processes, Research, Pandemics, COVID-19, Undergraduate Students, Empathy, Public Policy, Curriculum Development
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A