Teaching marketing to non-marketers: some experiences from New Zealand and the United Kingdom

Purpose – This paper explores how marketing can be taught to students originating from non-marketing or non-business backgrounds (non -marketers), so that academics can engage such students in lectures and tutorials. Design/methodology/approach – The research design involved a qualitative methodolog...

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Bibliographic Details

Main Author:	Jim Crick
Format:	Default Article
Published:	2018
Subjects:	Other commerce, management, tourism and services not elsewhere classified Other education not elsewhere classified Marketing education Non-marketing students Student engagement Market orientation Qualitative research Education Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/34093
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