The history of marketing thought: a teaching reflection
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 26 October 2010
Abstract
Purpose
The purpose of this paper is to reflect upon teaching the history of marketing thought.
Design/methodology/approach
The paper describes the role of the history of marketing thought within a marketing theory seminar at masters level. It presents how the history of thought aspect changed as the theory course evolved.
Findings
It is possible to feature a historical component within a masters programme. Adaptations and limitations exist when teaching a historical perspective at a masters versus doctoral level.
Originality/value
The history of marketing thought provides a means of connecting marketing academic study to marketing's lineage and genealogy with the intention of promoting historically versed graduates. It can differentiate between the evolution of marketing thought and the development of marketing practice. From a pedagogical perspective, it facilitates informed discussion, critical reflection and analytical thinking in newcomers to the subject.
Keywords
Citation
Domegan, C. (2010), "The history of marketing thought: a teaching reflection", Journal of Historical Research in Marketing, Vol. 2 No. 4, pp. 457-466. https://doi.org/10.1108/17557501011092493
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited