Teaching Consumer Demographics to Marketing Students

Teaching Consumer Demographics to Marketing Students 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Population Research and Policy Review Springer Journals

Teaching Consumer Demographics to Marketing Students

Loading next page...
 
/lp/springer_journal/teaching-consumer-demographics-to-marketing-students-yqc51s0YiS
Publisher
Springer Journals
Copyright
Copyright © 2009 by Springer Science+Business Media B.V.
Subject
Social Sciences; Demography; Sociology, general; Population Economics
ISSN
0167-5923
eISSN
1573-7829
D.O.I.
10.1007/s11113-009-9146-5
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Population Research and Policy ReviewSpringer Journals

Published: May 27, 2009

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off