1979
DOI: 10.1177/027347537900100111 View full text |Buy / Rent full text
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Abstract: This paper examines the tremendous growth, challenges, and implications for adult marketing education in tradi tional credit courses, continuing education or management development programs. It provides an exploratory frame work for marketing educators in developing content, for mat, and pedagogical techniques in instructing the dy namic adult market. It highlights adult learning behav ioral characteristics and then provides some specific di rections and suggestions for meeting the specific educa tional needs … Show more

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“…During his early years as editor, Cateora (1981) 1979-1989 1990-1999 2000-2009 2010-2012 1979- Volume 1, Issue 1, published in 1979, provides a clear snapshot of what JME was to become over the next decade. Three articles in the issue kick-started the need for program assessment: "Matching the Marketing Curriculum to Market Needs" (Done, 1979), "Toward a Professional Marketing Education" (Berdine & Hopkins, 1979), and "Planning and Developing an Effective Teaching Strategy for Adult Marketing Education in Academic Courses, Continuing Education or Management Development Programs" (Weinrauch, 1979). Wynn and Crawford (1979; "The Basic Marketing Course Utilizing an Emergent Simulation Approach") and Marcus (1979;"Experiential Learning in Marketing: Synthesis and Action for a Capstone Course") spotlighted attention on the need to expose students to experiential learning from entry level to capstone courses.…”
Section: -1989: the Birth Of Jmementioning
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“…During his early years as editor, Cateora (1981) 1979-1989 1990-1999 2000-2009 2010-2012 1979- Volume 1, Issue 1, published in 1979, provides a clear snapshot of what JME was to become over the next decade. Three articles in the issue kick-started the need for program assessment: "Matching the Marketing Curriculum to Market Needs" (Done, 1979), "Toward a Professional Marketing Education" (Berdine & Hopkins, 1979), and "Planning and Developing an Effective Teaching Strategy for Adult Marketing Education in Academic Courses, Continuing Education or Management Development Programs" (Weinrauch, 1979). Wynn and Crawford (1979; "The Basic Marketing Course Utilizing an Emergent Simulation Approach") and Marcus (1979;"Experiential Learning in Marketing: Synthesis and Action for a Capstone Course") spotlighted attention on the need to expose students to experiential learning from entry level to capstone courses.…”
Section: -1989: the Birth Of Jmementioning