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A Constructivist Approach to Marketing Education

A Constructivist Approach to Marketing Education

Carlos Brito
Copyright: © 2019 |Pages: 6
ISBN13: 9781522562955|ISBN10: 1522562958|ISBN13 Softcover: 9781522586913|EISBN13: 9781522562962
DOI: 10.4018/978-1-5225-6295-5.ch003
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MLA

Brito, Carlos. "A Constructivist Approach to Marketing Education." Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession, edited by Margarida M. Pinheiro, et al., IGI Global, 2019, pp. 12-17. https://doi.org/10.4018/978-1-5225-6295-5.ch003

APA

Brito, C. (2019). A Constructivist Approach to Marketing Education. In M. Pinheiro, A. Estima, & S. Marques (Eds.), Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession (pp. 12-17). IGI Global. https://doi.org/10.4018/978-1-5225-6295-5.ch003

Chicago

Brito, Carlos. "A Constructivist Approach to Marketing Education." In Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession, edited by Margarida M. Pinheiro, Ana Estima, and Susana Marques, 12-17. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6295-5.ch003

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Abstract

This chapter offers a constructivist approach to marketing education aimed at coping with some of the most significant challenges faced by the marketing profession: the globalization of business, the growing digitalization of economy and society, and the increasing consumer expectations on being treated as unique and distinctive. To deal successfully with these challenges, marketing education must foster students' development at three levels: more knowledge, new skills, and an attitude of commitment towards the learning process. In other words, it is not only about promoting “knowledge” and “know-how” but also about stimulating “how to be,” preparing future professionals for volatility, uncertainty, complexity, and ambiguity. This means that the success of marketing education does not depend exclusively on the contents of the courses and teachers' scientific skills but also on what students are encouraged to collectively do.

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