This paper reports on an initiative to incorporate consumer demographics—techniques and concepts that are not traditionally part of the curriculum of marketing students—into a second year consumer behaviour subject, for an undergraduate marketing degree, and also into related post-graduate study. It addresses three topics: (1) the position of demographics and demographic techniques in the field of consumer behaviour, and more generally in marketing; (2) approaches to the study of consumer behaviour; and (3) the authors’ recommended approach to teaching consumer demographics and behaviour. The authors’ views are informed by their experience teaching 15 undergraduate and postgraduate cohorts.
Population Research and Policy Review – Springer Journals
Published: May 27, 2009
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