Teaching strategic marketing: applying the jazz metaphor

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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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Michael Mills
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 21 Jan 2009 06:55
Last Modified: 02 Jul 2013 23:11
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
Socio-Economic Objective (SEO2008): C Society > 93 Education and Training > 9302 Teaching and Instruction > 930201 Pedagogy
URI: http://eprints.usq.edu.au/id/eprint/4742

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