体验可持续发展的宏观营销维度:从实地考察到超级小说的经验教训

IF 2.8 Q1 EDUCATION & EDUCATIONAL RESEARCH
Anthony Samuel, Robert Thomas, Cathy McGouran, G. White
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引用次数: 2

摘要

本文旨在确定实地考察的价值,这有助于在主流商业/营销教育中建立宏观营销和可持续性奖学金。它探讨了研究生市场营销和商业战略的学生进行实地考察的经验,“世界上最环保的足球俱乐部”,森林绿色流浪者。它响应了在商业和管理教育中建立宏观营销观点的呼吁,并为研究生提供了迄今为止尚未探索的实地考察的当代见解。通过学生焦点小组,该研究确定了选择实地考察地点的重要性,在那里,中观、微观和宏观活动的复杂和相互交织的相互作用可以通过多个利益相关者的互动进行批判性评估。此外,它指出了学生体验“超新颖”组织和情境的价值,以激励学习,激发批判性辩论,从而促进对宏观营销系统和可持续性的认知。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Experiencing the Macromarketing Dimensions of Sustainability: Lessons Learned From Field Trips to the Ultra Novel
This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the “World’s Greenest Football Club,” Forest Green Rovers. It responds to the call to establish the macromarketing viewpoint within business and management education and provides contemporary insight into the hitherto unexplored use of field trips for postgraduate students. Through student focus groups, the study identifies the importance of selecting field trip locations where the complex and interwoven interplay of meso, micro, and macro activities can be critically evaluated through multiple stakeholder interactions. In addition, it points to the value of students experiencing “ultra-novel” organizations and situations to motivate learning, stimulate critical debate, and thereby facilitate cognition of macromarketing systems and sustainability.
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来源期刊
Journal of Marketing Education
Journal of Marketing Education EDUCATION & EDUCATIONAL RESEARCH-
CiteScore
6.00
自引率
25.00%
发文量
21
期刊介绍: The Journal of Marketing Education is the leading international scholarly journal devoted to contemporary issues in marketing education. Its mission is to provide a forum for the exchange of ideas, information, and experiences related to the process of educating students in marketing and its subfields. Its audience is largely composed of marketing faculty members at institutions of higher education where teaching is an integral component of their overall responsibilities. The main function of the Journal of Marketing Education is to publish articles focusing on the latest teaching/learning strategies and tactics in marketing education.
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