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.

Authors
Paper/Presentation Title	Teaching strategic marketing: applying the jazz metaphor
Presentation Type	Paper
Author	Mills, Michael K.
Editors	Spanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings Title	Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008)
ERA Conference ID	76596
Number of Pages	7
Year	2008
Place of Publication	Australia
ISBN	1863081445
Web Address (URL) of Paper	http://www.anzmac-2008.org/_Proceedings/Index.html
Conference/Event	ANZMAC 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.
Keywords	jazz; metaphor; teaching; strategic marketing; marketing
ANZSRC Field of Research 2020	350606. 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 Affiliations	School of Management and Marketing

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