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

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Publisher
Springer Netherlands
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

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