Undergraduate industrial marketing: Content and methods |
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| Institution: | 1. School of Management, Xi''an Jiaotong University, 28 Xianning West Road, Xi''an, Shaanxi 710049, China;2. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, 29 Jiangjun Avenue, Nanjing 211106, China;1. Fogelman College of Business and Economics, University of Memphis, Memphis, TN 38152-3120, USA;2. ISCTE Business School, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, Portugal;3. Department of Business and Economics, NECE Research Unit, University of Beira Interior, Estrada do Sineiro, 6200-209 Covilhã, Portugal;1. Aalto University School of Science, Department of Industrial Engineering and Management, P.O. Box 15500, FI-00076 AALTO, Finland;2. UCD School of Business, Carysfort Avenue, Blackrock, Co., Dublin, Ireland;1. Business Program, Pennsylvania State University Abington, 1600 Woodland Road, Abington, PA 19422, USA;2. Department of Management, College of Business & Public Management, West Chester University, 700 S. High St, West Chester, PA 19383, USA;3. Management and Global Business Department, Rutgers Business School, Rutgers University, 1 Washington Park, Newark, USA |
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| Abstract: | Business marketing is taking a more prominent place in marketing education. Faculty members unfamiliar with business marketing may need to develop and teach business marketing courses. We provide the background information and suggest the resources needed for such a course at the undergraduate level. First, we address the growing importance of business marketing education and the nature of the students as a business product. Next, we discuss our perspectives on course philosophy, goals, and topical coverage. Subsequently, we review the use of pedagogical tools, including the role of the textbook, casebook, reading book, and the secondary sources of business information. Finally, our general thoughts for course execution are presented. Our purpose is to promote further dialogue concerning the development of this important area of undergraduate marketing study. |
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