Teaching strategic marketing: applying the jazz metaphor

Paper


Mills, Michael K.. 2008. "Teaching strategic marketing: applying the jazz metaphor." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Paper/Presentation Title

Teaching strategic marketing: applying the jazz metaphor

Presentation TypePaper
Authors
AuthorMills, Michael K.
EditorsSpanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings TitleProceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008)
ERA Conference ID76596
Number of Pages7
Year2008
Place of PublicationAustralia
ISBN1863081445
Web Address (URL) of Paperhttp://www.anzmac-2008.org/_Proceedings/Index.html
Conference/EventANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
Event Details
ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2008
Event Location
Sydney, Australia
Abstract

The article discusses how the metaphor of jazz music making is used to facilitate visualisation and application of strategic thinking and creativity in the strategic marketing course. The evidence shows that students adapt well to and enjoy the metaphor, and find that it facilitates
their learning of the subject.

Keywordsjazz; metaphor; teaching; strategic marketing; marketing
ANZSRC Field of Research 2020350606. Marketing research methodology
390103. Economics, business and management curriculum and pedagogy
390409. Learning sciences
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
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https://research.usq.edu.au/item/9yy05/teaching-strategic-marketing-applying-the-jazz-metaphor

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