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Cover Teaching Marketing
Teaching Marketing
Edited by Ross Brennan and Lynn Vos
Teaching Marketing prompts the reader to reflect on why marketing is taught, how it is taught and what should be included in curricula in tertiary-level programmes. The international contributors have a wide range of expertise in marketing education and provide their own perspectives on these questions while considering a variety of different points of view so encouraging the reader to develop their own opinion.
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Monograph Book
Published:
19 Nov 2021
DOI:
https://doi.org/10.4337/9781789907896
Collection:
Business 2021
Cover Games, Simulations and Playful Learning in Business Education
Games, Simulations and Playful Learning in Business Education
Edited by Caroline Elliott, Jon Guest, and Elinor Vettraino
Games, Simulations and Playful Learning in Business Education takes a fresh, insightful look at original and innovative ways of incorporating games, simulations and play to enhance the quality of higher education learning and assessment across business and law disciplines. Chapters cover wide-ranging business areas such as marketing, accounting and strategy and include practical advice, tips and thoughts on how to strengthen existing learning techniques to include a fun element.
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Monograph Book
Published:
06 Aug 2021
DOI:
https://doi.org/10.4337/9781800372702
Collection:
Business 2021
Cover The Market Oriented University
The Market Oriented University
Transforming Higher Education
John A. Davis and Mark A. Farrell
The next decade will be transformative for the higher education sector. Government funding is decreasing. Through their marketing activities universities have created the ‘student consumer.’ The student consumer is prepared to shop around, compare prices and value, and once purchased expects a return on their investment. Disruptive innovations are challenging traditional forms of learning and in many cases are viewed as better alternatives to traditional learning in the classroom. Competition from private educational providers is increasing. Their cost base is lower, and their customer focus is superior. In short, universities around the world are facing a perfect storm. While experts don’t expect the higher education sector to collapse under these challenges, they do believe that for some institutions the future looks bleak. If universities are to avoid closures or mergers, they will need to adopt a market-oriented approach.
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Monograph Book
Published:
27 May 2016
DOI:
https://doi.org/10.4337/9781781004920
Collection:
Business 2016