ERIC Number: EJ1132687
Record Type: Journal
Publication Date: 2017-Apr
Abstractor: As Provided
Reference Count: 56
Moving toward New Horizons for Marketing Education: Designing a Marketing Training for the Poor in Developing and Emerging Markets
Teklehaimanot, Mebrahtu L.; Ingenbleek, Paul T. M.; Tessema, Workneh K.; van Trijp, Hans C. M.
Journal of Marketing Education, v39 n1 p47-60 Apr 2017
In recent years, marketing education has broadened to poor people in developing and emerging countries. In this article, the authors use four empirical studies that apply well-established training design procedures to design a marketing training program for Ethiopian pastoralists. Because pastoralists operate in extremely remote, traditional, and sparsely populated regions of developing and emerging markets, the training complements trainings for the poor applied in urban areas of these countries. As such, the article provides implications for training program designers on how they can adapt the training program procedures to other contexts, thereby making marketing ideas accessible to a large and important new target group for marketing education.
Descriptors: Foreign Countries, Marketing, Business Administration Education, Instructional Design, Developing Nations, Rural Population, Low Income, Access to Education, Poverty Areas, Training, Educational Needs, Educational Objectives, Interviews, Focus Groups, Pilot Projects
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: Ethiopia