Make the most of your ability to teach business-to-business marketing!
Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers examines the essential issues of teaching business-to-business marketing courses at all four university levels. An international network of educators and practitioners addresses the real concerns you have about developing a curriculum and formulating policy, taking into account the social and economic considerations you face in dealing with practical, methodological, and theoretical business marketing issues. Combining scholarly analysis with practical presentation and style, the book is the comprehensive reference you need to make sure your students have a thorough understanding of the interactive circle that connects instruction, research, and the corporate business world.
Fundamentals of Business Marketing Education presents original papers that address the pedagogic and content issues you face at each level of university instruction—doctoral studies, executive education, graduate, and undergraduate studies. Each section is accompanied by scholarly commentary for added perspective, helping you to form your own style of course implementation. The book also includes a comparative review of business marketing textbooks, examining the nuts and bolts of writing for university-level instruction—content, style, textbook features, and the “street smarts” needed to deal with publishers.
Topics addressed in Fundamentals of Business Marketing Education include:
- the status of and prospects for doctoral programs in business-to-business marketing
- making business marketing more prominent in master’s programs
- linking content to practice in undergraduate business marketing courses
- the impact of alternative technologies on delivering business-to-business marketing education
- teaching business marketing in the 21st century
- a comparative review of business marketing textbooks
- and much more!
TABLE OF CONTENTS
part I|42 pages
part II|35 pages
Executive Education Programs
part III|28 pages
part IV|43 pages
part V|21 pages
part VI|102 pages
Business Marketing Textbooks
part VII|6 pages