Using the jazz metaphor to enhance student learning and skill development in the marketing research course

Article

Mills, Michael K.. 2010. "Using the jazz metaphor to enhance student learning and skill development in the marketing research course." Journal of Marketing Education. 32 (3), pp. 300-313. https://doi.org/10.1177/0273475310377782
Article Title

Using the jazz metaphor to enhance student learning and skill development in the marketing research course

ERA Journal ID35920
Article CategoryArticle
Authors
AuthorMills, Michael K.
Journal TitleJournal of Marketing Education
Journal Citation32 (3), pp. 300-313
Number of Pages14
Year2010
Place of PublicationUnited Kingdom
ISSN0273-4753
1552-6550
Digital Object Identifier (DOI)https://doi.org/10.1177/0273475310377782
Web Address (URL)http://jmd.sagepub.com/content/32/3/300
Abstract

The marketing research course is often a very challenging one both for students and instructors. This article discusses how the jazz metaphor can aid the instructor in both facilitating students’ learning of the more basic as well as the more specific skills that make up the course, in addition to contributing more to student enjoyment of the marketing research subject. Reflective, experiential learning based classroom illustrations and suggestions for jazz metaphor implementation by students and instructor are also provided.

Keywordsmarketing research; marketing research education; jazz; improvisation; experiential learning
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
390103. Economics, business and management curriculum and pedagogy
Public Notes

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

Byline AffiliationsSchool of Management and Marketing
Permalink -

https://research.usq.edu.au/item/9z9yy/using-the-jazz-metaphor-to-enhance-student-learning-and-skill-development-in-the-marketing-research-course

Log in to edit

Download files

Accepted Version
Mills_JME_2010_AV.pdf
File access level: Anyone

  • 2195
    total views
  • 380
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Pyrolysis of brominated polyethylene as an alternative carbon fibre precursor
Laycock, Bronwyn, Wang, Xiaoyu, Liu, Ru-Fen, Annamalai, Pratheep Kumar, Cork, Jorja, Derstine, Chris, Mills, Michael and McFarland, Eric W.. 2020. "Pyrolysis of brominated polyethylene as an alternative carbon fibre precursor." Polymer Degradation and Stability. 172. https://doi.org/10.1016/j.polymdegradstab.2019.109057
Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations
Mills, Michael K.. 2012. "Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations." 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities Workshop. Brisbane, Australia 20 Jun 2012 Toowoomba, Australia.
Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour
Hume, Margee and Mills, Michael. 2013. "Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour ." Journal of Fashion Marketing and Management. 17 (4), pp. 460-485. https://doi.org/10.1108/JFMM-03-2013-0020
Innovation in the teaching of sustainability in the business classroom via a combined model of experiential learning, reflective practice and metaphor
Mills, Michael K. and Quinn, Andrea J.. 2012. "Innovation in the teaching of sustainability in the business classroom via a combined model of experiential learning, reflective practice and metaphor." International Journal of Organisational Behaviour. 17 (3), pp. 4-7.
Probing brand luxury: a multiple lens approach
Miller, Karen W. and Mills, Michael K.. 2012. "Probing brand luxury: a multiple lens approach." Journal of Brand Management. 20 (1), pp. 41-51. https://doi.org/10.1057/bm.2011.64
Contributing clarity by examining brand luxury in the fashion market
Miller, Karen W. and Mills, Michael K.. 2012. "Contributing clarity by examining brand luxury in the fashion market." Journal of Business Research. 65 (10), pp. 1471-1479. https://doi.org/10.1016/j.jbusres.2011.10.013
Fostering improved learning about sustainability
Mills, Michael and Quinn, Andrea. 2011. "Fostering improved learning about sustainability." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
Using the jazz metaphor to teach the strategic capstone course
Mills, Michael K.. 2009. "Using the jazz metaphor to teach the strategic capstone course." Beaumont, Nicholas (ed.) 23rd Australian and New Zealand Academy of Management Conference (ANZAM 2009). Melbourne, Australia 01 - 04 Dec 2009 Melbourne, Australia.
Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services
Mills, Michael K.. 2007. "Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services." Chapman, Ross (ed.) 21st Australian and New Zealand Academy of Management Conference (ANZAM 2007). Sydney, Australia 04 - 07 Dec 2007 Australia.
Strategic market management
Aaker, David A. and Mills, Michael. 2005. Strategic market management. Milton, Australia. John Wiley & Sons.
Understanding the path to purchase: resolving the complexities that influence decisions
Mills, Michael, Torkar, Nicole, Katsinikas, Tina and Dye, Andrew. 2006. "Understanding the path to purchase: resolving the complexities that influence decisions." ESOMAR Automotive Conference 2006. Laussane, Switzerland Mar 2006
Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty?
Hume, Margee and Mills, Michael K.. 2011. "Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty?" International Journal of Nonprofit and Voluntary Sector Marketing. 16 (3), pp. 275-289. https://doi.org/10.1002/nvsm.425
Examining fashion brand luxury DNA
Miller, Karen W. and Mills, Michael K.. 2010. "Examining fashion brand luxury DNA." 2010 Global Marketing Conference: Marketing in a Turbulent Environment. Tokyo, Japan 09 - 11 Sep 2010 Seoul, Korea .
Doing more with less: toward a parsimonious approach to examining brand luxury
Miller, Karen W. and Mills, Michael K.. 2010. "Doing more with less: toward a parsimonious approach to examining brand luxury." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Christchurch, New Zealand.
Forecasting shares for multiple purchases: towards a test of the new individual-level multinomial probit
Winzar, Hume, Bloxsome, Ellen and Mills, Michael K.. 2004. "Forecasting shares for multiple purchases: towards a test of the new individual-level multinomial probit." ANZMAC 2004: Marketing Accountabilities and Responsibilities. Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand.
Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market: the demise of the video store?
Mills, Michael K. and Silver, J.. 2004. "Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market: the demise of the video store? " ANZMAC 2004: Marketing Accountabilities and Responsibilities. Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand.
Seeing jazz: doing research
Mills, Michael K.. 2009. "Seeing jazz: doing research." International Journal of Market Research. 51 (3), pp. 383-402. https://doi.org/10.2501/S147078530920061X
EEG correlates of golf performance: training the brain to drain the putt
Terry, P., Mahoney, P. and Mills, M.. 2006. "EEG correlates of golf performance: training the brain to drain the putt." Journal of Science and Medicine in Sport. 9 (Supplement), pp. 31-31. https://doi.org/10.1016/j.jsams.2006.12.071
Teaching strategic marketing: applying the jazz metaphor
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.
On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research
Mills, Michael K.. 2008. "On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications
Mills, Michael. 2008. "Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications." Journal of Nonprofit and Public Sector Marketing. 19 (1), pp. 1-33. https://doi.org/10.1300/J054v19n01_01