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ERIC Number: EJ902560
Record Type: Journal
Publication Date: 2010-Oct
Pages: 4
Abstractor: As Provided
Reference Count: 18
ISSN: ISSN-0950-4222
Bridging Marketing Theory and Practice for Consumer Behaviour Master's Students: A Case Study from Sweden
Sundstrom, Malin; Hagberg, Johan
Industry and Higher Education, v24 n5 p377-380 Oct 2010
This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Boras in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies with practical experience in a retail context. The perspectives of the lecturers, students and business representatives are considered in reviewing the benefits and drawbacks of this form of pedagogy. The findings indicate that the collaboration proved valuable to all parties and that the model could usefully be used with other marketing courses.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Sweden