ERIC Number: EJ1049572
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Marketing Digital Offerings Is Different: Strategies for Teaching about Digital Offerings in the Marketing Classroom
Roberts, Scott D.; Micken, Kathleen S.
Journal of Education for Business, v90 n2 p96-102 2015
Digital offerings represent different challenges for marketers than do traditional goods and services. After reviewing the literature, the authors suggest ways that the marketing of digital goods and services might be better presented to and better understood by students. The well-known four challenges of services marketing model (e.g., intangibility) first proposed by Zeithaml, Parasuraman, and Barry (1985) is explored and adapted as an organizing framework for digital offerings. The authors also present specific suggestions for assignments and class discussions to foster students' critical thinking about the marketing implications surrounding digital offerings.
Descriptors: Marketing, Teaching Methods, Assignments, Critical Thinking, Guidelines, Models, Information Technology, Discussion (Teaching Technique)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A