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A comparison of marketing teaching methods in North American and European universities

A comparison of marketing teaching methods in North American and European universities Purpose – To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options. Design/methodology/approach – E‐mail questionnaires distributed to a sampling frame extracted from the worldwide directory of the Academy of Marketing Science were completed by 93 marketing academics in North America and 42 in Europe: a 26 per cent overall return rate. Data were analysed by χ 2 , ANOVA and correspondence analysis. Findings – Three teaching‐and‐learning methods are most common in both environments: practical exercises, case studies and lectures. Europeans tend to rely on lectures and other traditional methods, while Americans make more use of technology‐based alternatives. The approach to the subject in Europe favours practical exercises, for their connection to the real world. Practice in North America reflects a cultural predisposition to personalised teaching, by emphasising face‐to‐face small‐group tutorials and one‐to‐one distance learning interaction. Teaching methods popular in the business world are little used across the sample, a somewhat paradoxical finding in a business‐school environment. Research limitations/implications – The sample is comparatively small, and the European sub‐sample is not further broken down into cultural sub‐groups. Because the research instrument was adapted from one previous Spanish‐language survey, terminology may have influenced the responses. Practical implications – The findings could be a useful input to planning of teaching and learning strategies, particularly in the international and distance‐learning contexts. Originality/value – A rare comparative study of marketing education, suggesting fruitful directions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

A comparison of marketing teaching methods in North American and European universities

Inés Küster; Natalia Vila
Marketing Intelligence & Planning , Volume 24 (4): 13 – Jun 1, 2006
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References (23)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500610672071
Publisher site
See Article on Publisher Site

Abstract

Purpose – To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options. Design/methodology/approach – E‐mail questionnaires distributed to a sampling frame extracted from the worldwide directory of the Academy of Marketing Science were completed by 93 marketing academics in North America and 42 in Europe: a 26 per cent overall return rate. Data were analysed by χ 2 , ANOVA and correspondence analysis. Findings – Three teaching‐and‐learning methods are most common in both environments: practical exercises, case studies and lectures. Europeans tend to rely on lectures and other traditional methods, while Americans make more use of technology‐based alternatives. The approach to the subject in Europe favours practical exercises, for their connection to the real world. Practice in North America reflects a cultural predisposition to personalised teaching, by emphasising face‐to‐face small‐group tutorials and one‐to‐one distance learning interaction. Teaching methods popular in the business world are little used across the sample, a somewhat paradoxical finding in a business‐school environment. Research limitations/implications – The sample is comparatively small, and the European sub‐sample is not further broken down into cultural sub‐groups. Because the research instrument was adapted from one previous Spanish‐language survey, terminology may have influenced the responses. Practical implications – The findings could be a useful input to planning of teaching and learning strategies, particularly in the international and distance‐learning contexts. Originality/value – A rare comparative study of marketing education, suggesting fruitful directions for future research.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Jun 1, 2006

Keywords: Marketing; Education; Teaching methods; Europe; North America

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