Bridging Marketing Theory and Practice for Consumer Behaviour Master's Students: A Case Study from Sweden

This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Borås in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies w...

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Bibliographic Details
Published in:Industry & higher education 2010-10, Vol.24 (5), p.377-380
Main Authors: Sundström, Malin, Hagberg, Johan
Format: Article
Language:English
Subjects:
Case Method (Teaching Technique)
Case Studies
Consumer Economics
Consumer Education
Course Objectives
Curriculum Implementation
Foreign Countries
Higher education
Lesson Plans
Marketing
Methodology
Partnerships in Education
Pedagogy
Program Effectiveness
Sweden
Teaching
Teaching Models
Theory Practice Relationship
Universities
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Summary:This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Borås in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies with practical experience in a retail context. The perspectives of the lecturers, students and business representatives are considered in reviewing the benefits and drawbacks of this form of pedagogy. The findings indicate that the collaboration proved valuable to all parties and that the model could usefully be used with other marketing courses.
ISSN:0950-4222
2043-6858
2043-6858
DOI:10.5367/ihe.2010.0004