Mills, Michael K. (2008) Teaching strategic marketing: applying the jazz metaphor. In: ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.
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Official URL: http://www.anzmac-2008.org/_Proceedings/Index.html
Abstract
The article discusses how the metaphor of jazz music making is used to facilitate visualisation and application of strategic thinking and creativity in the strategic marketing course. The evidence shows that students adapt well to and enjoy the metaphor, and find that it facilitates their learning of the subject.
| Item Type: | Conference or Workshop Item (Commonwealth Reporting Category E) (Paper) |
|---|---|
| Additional Information: | Authors retain copyright. |
| Uncontrolled Keywords: | jazz; metaphor; teaching; strategic marketing; marketing |
| Fields of Research (FOR2008): | 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology 13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy 13 Education > 1303 Specialist Studies in Education > 130309 Learning Sciences |
| Subjects: | 350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research |
| Socio-Economic Objective (SEO2008): | C Society > 93 Education and Training > 9302 Teaching and Instruction > 930201 Pedagogy |
| ID Code: | 4742 |
| Deposited By: | |
| Deposited On: | 21 Jan 2009 16:55 |
| Last Modified: | 23 Feb 2012 11:32 |
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