Teaching consumer demographics to marketing students | Macquarie University ResearchOnline

Home

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/89680

119 Visitors

140 Hits

0 Downloads

Title: Teaching consumer demographics to marketing students
Related: Population research and policy review, Vol. 29, No. 1 (2010), p.81-92
Publisher: Springer
Date: 2010
FoR/RFCD Code(s): 130200 Curriculum and Pedagogy 150500 Marketing
Author/Creator: Martins, Jo. M
Author/Creator: Brooks, Gordon
Description: This paper reports on an initiative to incorporate consumer demographics—techniques and concepts that are not traditionally part of the curriculum of marketing students—into a second year consumer behaviour subject, for an undergraduate marketing degree, and also into related post-graduate study. It addresses three topics: (1) the position of demographics and demographic techniques in the field of consumer behaviour, and more generally in marketing; (2) approaches to the study of consumer behaviour; and (3) the authors’ recommended approach to teaching consumer demographics and behaviour. The authors’ views are informed by their experience teaching 15 undergraduate and postgraduate cohorts.
Description: 12 page(s)
Subject Keyword: 130200 Curriculum and Pedagogy
Subject Keyword: 150500 Marketing
Subject Keyword: consumer behaviour
Subject Keyword: demographics
Subject Keyword: demography
Subject Keyword: education
Subject Keyword: marketing
Resource Type: journal article
Organisation: Macquarie University. Dept. of Business

Macquarie University ResearchOnline