Welcome to the InfoSci Platform
A Constructivist Approach to Marketing Education

A Constructivist Approach to Marketing Education

Carlos Brito
Copyright: © 2021 |Pages: 5
ISBN13: 9781799853459|ISBN10: 1799853454|EISBN13: 9781799853466
DOI: 10.4018/978-1-7998-5345-9.ch004
Cite Chapter Cite Chapter

MLA

Brito, Carlos. "A Constructivist Approach to Marketing Education." Research Anthology on Business and Technical Education in the Information Era, edited by Information Resources Management Association, IGI Global, 2021, pp. 57-61. https://doi.org/10.4018/978-1-7998-5345-9.ch004

APA

Brito, C. (2021). A Constructivist Approach to Marketing Education. In I. Management Association (Ed.), Research Anthology on Business and Technical Education in the Information Era (pp. 57-61). IGI Global. https://doi.org/10.4018/978-1-7998-5345-9.ch004

Chicago

Brito, Carlos. "A Constructivist Approach to Marketing Education." In Research Anthology on Business and Technical Education in the Information Era, edited by Information Resources Management Association, 57-61. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-5345-9.ch004

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.