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Global Perspectives on Contemporary Marketing Education

Book Description

A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Preface
    1. ORGANIZATION OF THE BOOK
    2. CONCLUSION
    3. REFERENCES
  6. Acknowledgment
  7. Chapter 1: Reflections on Teaching a Global Markets Course at Jesuit Commons
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. REDESIGNING THE COURSE
    5. NEW FRONTIERS
    6. CONCLUSION
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  8. Chapter 2: The Mismatch between Undergraduate Marketing Education and Employers' Requirements in Portugal
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. THE MISMATCH IN THE PORTUGUESE MARKETING EDUCATION CONTEXT
    5. FINAL REFLECTIONS AND FUTURE RESEARCH DIRECTIONS
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  9. Chapter 3: From Marketing Education in a Developing Country to a U.S. Master's and/or Doctoral Degree in Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. INITIAL OBSERVATIONS
    4. TEACHING MARKETING
    5. FROM STUDENT TO PROFESSOR
    6. CONCLUSION
    7. REFERENCES
  10. Chapter 4: Nature and Geography
    1. ABSTRACT
    2. INTRODUCTION
    3. CONCLUSION
    4. REFERENCES
  11. Chapter 5: A Mental Model for Teaching Strategic Marketing Management
    1. ABSTRACT
    2. INTRODUCTION
    3. STRATEGIC MATRIX
    4. A HOLISTIC MENTAL MODEL FOR TEACHING STRATEGIC MARKETING MANAGEMENT
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  12. Chapter 6: Turning Marketing Students into Active Citizens
    1. ABSTRACT
    2. INTRODUCTION
    3. CONSUMPTION AND MARKETING IN SUPPORT OF SOCIAL DEVELOPMENT
    4. LEARNING CONSUMPTION AND SOCIAL-RELATED MARKETING: THE CASE OF THAILAND
    5. TURNING MARKETING STUDENTS INTO ACTIVE CITIZENS OF THAILAND
    6. CONCLUSION
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  13. Chapter 7: Using Sports History to Develop Cultural Competence in Millennial Marketers
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. SOLUTIONS AND RECOMMENDATIONS
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  14. Chapter 8: Marketing Education in Sarawak
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. LITERATURE REVIEW
    4. 3. BENEFITS OF MARKETING EDUCATION
    5. 4. SKILLS FOR EFFECTIVE MARKETERS
    6. 5. METHODOLOGY
    7. 6. FINDINGS AND DISCUSSION
    8. 7. ISSUES AND CHALLENGES RELATED TO MARKETING EDUCATION
    9. 8. CONCLUSION
    10. 9. RECOMMENDATIONS
    11. 10. LIMITATION AND DIRECTION FOR FUTURE RESEARCH
    12. ACKNOWLEDGMENT
    13. REFERENCES
    14. ENDNOTE
  15. Chapter 9: Integrating Big Data Analytics into Advertising Curriculum
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  16. Chapter 10: Two Different Aspects of Technology Regarding Marketing Education
    1. ABSTRACT
    2. THE ROLE OF TECHNOLOGY IN EDUCATION
    3. CASE STUDIES PROS AND CONS
    4. CONCLUSION
    5. REFERENCES
  17. Chapter 11: Preparing Students to Use Marketing Technology for Decision-Making
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. RESOURCES ON TUN
    5. RESULTS
    6. CONCLUSION
    7. REFERENCES
  18. Chapter 12: Ethical Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MARKETING ETHICS
    5. TOOLS AND EDUCATION RESOURCES IN MARKETING ETHICS.
    6. REFERENCES
    7. ENDNOTE
  19. Chapter 13: Teaching Peace and Marketing Education
    1. ABSTRACT
    2. INTRODUCTION
    3. THE MANIFESTATION OF VIOLENCE IN TEACHING MARKETING
    4. A PEACE-CENTERED PROCESS OF TEACHING MARKETING
    5. RESPONSIBILITY OF A MARKETING EDUCATOR IN A PEACE-CENTERED PROCESS OF TEACHING
    6. PEDAGOGICAL STRATEGIES
    7. CONCLUSION
    8. ACKNOWLEDGMENT
    9. REFERENCES
    10. ENDNOTES
    11. APPENDIX 1: FIRST ASSIGNMENT OF BASIC MARKETING
    12. APPENDIX 2: CONSUMER BEHAVIOR FIRST ASSIGNMENT
    13. APPENDIX 3: FIRST ASSIGNMENT ON GRADUATE MARKETING MANAGEMENT AND STRATEGY
    14. APPENDIX 4: REFLECTION ASSIGNMENT
    15. APPENDIX 5: CONSUMER ETHICS AND BUSINESS ETHICS SCENARIO
    16. APPENDIX 6: FOOD FOR THOUGHT
    17. APPENDIX 7: MARKETING PRINCIPLES AT WORK IN THE BOOK OF ACTS
    18. APPENDIX 8: BIBLICAL PERSPECTIVES ON WORK, STEWARDSHIP, POVERTY, MATERIALISM
  20. Chapter 14: Promoting Effective Learning in Diverse Classrooms
    1. ABSTRACT
    2. INTRODUCTION
    3. BENEFITS AND ISSUES OF DIVERSE CLASSROOMS
    4. STRATEGIES FOR EFFECTIVE LEARNING IN DIVERSE CLASSROOMS
    5. PRACTICAL/MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  21. Chapter 15: Logistic Issues in Introducing Remote Learning Devices
    1. ABSTRACT
    2. INTRODUCTION
    3. REGIONAL SCHOOL REMOTE LEARNING CASE
    4. REFERENCES
  22. Compilation of References
  23. About the Contributors