Using the jazz metaphor to enhance student learning and skill development in the marketing research course

Mills, Michael K. (2010) Using the jazz metaphor to enhance student learning and skill development in the marketing research course. Journal of Marketing Education, 32 (3). pp. 300-313. ISSN 0273-4753

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The marketing research course is often a very challenging one both for students and instructors. This article discusses how the jazz metaphor can aid the instructor in both facilitating students’ learning of the more basic as well as the more specific skills that make up the course, in addition to contributing more to student enjoyment of the marketing research subject. Reflective, experiential learning based classroom illustrations and suggestions for jazz metaphor implementation by students and instructor are also provided.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 02 Jan 2011 06:10
Last Modified: 02 Jul 2013 23:44
Uncontrolled Keywords: marketing research; marketing research education; jazz; improvisation; experiential learning
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
C Society > 93 Education and Training > 9302 Teaching and Instruction > 930201 Pedagogy
Identification Number or DOI: 10.1177/0273475310377782

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