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

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Byline AffiliationsSchool of Management and Marketing
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