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Bridging marketing theory and practice for consumer behaviour Master's students: A case study from Sweden
Högskolan i Borås, Institutionen Handels- och IT-högskolan.
Högskolan i Borås, Institutionen Handels- och IT-högskolan.
2010 (engelsk)Inngår i: Industry & higher education, ISSN 0950-4222, E-ISSN 2043-6858, Vol. 24, nr 5, s. 377-380Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Borås in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies with practical experience in a retail context. The perspectives of the lecturers, students and business representatives are considered in reviewing the benefits and drawbacks of this form of pedagogy. The findings indicate that the collaboration proved valuable to all parties and that the model could usefully be used with other marketing courses.

sted, utgiver, år, opplag, sider
IP Publishing , 2010. Vol. 24, nr 5, s. 377-380
HSV kategori
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URN: urn:nbn:se:hb:diva-2848DOI: 10.5367/ihe.2010.0004Lokal ID: 2320/6899OAI: oai:DiVA.org:hb-2848DiVA, id: diva2:870942
Tilgjengelig fra: 2015-11-13 Laget: 2015-11-13 Sist oppdatert: 2017-12-01bibliografisk kontrollert

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Sundström, MalinHagberg, Johan

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Totalt: 103 treff
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