Marketing Mass Education

Relationship Marketing in Mass Markets

Rethinking experiential learning in marketing education

Experiential learning is “effective learning resulting from active student involvement with an experience and subsequent reflection on that experience” (Camarero, Rodriguez, & San José, 2010:84). Techniques of experiential learning have been extensively used and studied in the context of marketing education, and constitute one of the most thoroughly investigated topics in marketing education re...

Whither Business-to-Business Marketing Education?

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

Reflecting on Experiential Learning in Marketing Education

Experiential learning methods have become increasingly popular in marketing education. Factors underlying this trend are: the desire to respond to the changing higher education environment (the student-customer); to endow students with employability skills; the common sense assumption that since marketing is a practical activity learning from experience makes sense; and, pedagogic methods desig...

Business Lessons for Higher Education Marketing

Today, recent business marketing approaches that depend upon market analysis and planning have stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order to identify an organization’s potential and current customers and their needs. This analysis contrasts educational service provider to enrollment outcomes at two nonprofit higher education instituti...