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Bridging marketing theory and practice for consumer behaviour Master's students: A case study from Sweden
University of Borås, School of Business and IT.
University of Borås, School of Business and IT.
2010 (English)In: Industry & higher education, ISSN 0950-4222, E-ISSN 2043-6858, Vol. 24, no 5, 377-380 p.Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
IP Publishing , 2010. Vol. 24, no 5, 377-380 p.
National Category
Economics and Business Pedagogy
Identifiers
URN: urn:nbn:se:hb:diva-2848DOI: 10.5367/ihe.2010.0004Local ID: 2320/6899OAI: oai:DiVA.org:hb-2848DiVA: diva2:870942
Available from: 2015-11-13 Created: 2015-11-13 Last updated: 2017-02-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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