Teaching Marketing

Edited by Ross Brennan, formerly Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK and Lynn Vos, Associate Professor of Marketing, Southern Alberta Institute of Technology, Canada

• Contents:1 Introduction to Teaching Marketing 1Ross Brennan and Lynn Vos2 Ethics and responsibility from the outset 21Anita Peleg3 Teaching marketing theory and critical thinking 55Caroline Tynan and Teresa Heath4 The marketing curriculum 75Michael Harker and Andrew Paddison5 Integrating learning with marketing simulations 102Lynn Vos6 Teaching consumer behaviour 131Andrew Corcoran7 Teaching marketing history 158Ben Wooliscroft8 Teaching business-to-business marketing 181Ross Brennan9 Why do students dislike research methods modules andwhat to do about it? 201Barbara Czarnecka and Maria Rita Massaro10 Teaching social marketing 223Ariadne Beatrice Kapetanaki and Fiona Spotswood11 Teaching international marketing 255Jonathan Wilson12 Teaching marketing science 285Dag BennettIndex

‘Teaching Marketing is a valuable contribution to both curriculum development and the enhancement of teaching in marketing. The book is pertinent to the teaching of both advanced students and non-specialist groups. The chapters on the successful teaching of research methods and the use of simulations I find to be most insightful and helpful. Contributions from many highly respected and experienced marketing scholars make this something that all novice teachers of marketing should read, and which experienced teachers should review to refine their art. A valuable and timely contribution to marketing education.’