Revisiting Marketing Management Teaching Pedagogy: A Study Based on the Voice of Indian Marketing Professionals

• Published in: FIIB business review Vol. 13; no. 3; pp. 364 - 377
• Main Authors: Bhattacharya, Subhajit, Kumar, Rohit Vishal, Chattopadhyay, Subrata
• Format: Journal Article
• Language: English
• Published: New Delhi, India SAGE Publications 01.05.2024; Sage Publications India Private Ltd
• Subjects: Augmentation; Classrooms; Ecosystems; Educational technology; Exploratory factor analysis; Learning; Management development programmes; Marketing; Path analysis; Pedagogy; Sales; Scarcity; Teaching; Technology; Management education; new-age learning; learning approaches; marketing management pedagogy; structured equation modelling
• ISSN: 2319-7145; 2455-2658
• DOI: 10.1177/23197145211006961

Marketing management is one of the practical-oriented subjects in management education, which is very dynamic. In this changing and newly emerging business and marketing ecosystem, the challenge of marketing teaching pedagogy is increasing day by day. In marketing management teaching pedagogical research, there is a scarcity of integrated blended framework consisting of teaching technology and augmented learning exposure in supporting classroom teaching methodology. The study attempts to identify how various factors like theoretical knowledge, practical orientation, teaching technology and augmented learning can impact marketing management education’s learning outcome in the Indian context. Current research has also tried developing and examining a structured framework that may strengthen the classroom teaching environment. This article is based on empirical data of 693 marketing and sales professionals who are mostly alumni from topmost Indian B-schools. Exploratory factor analyses and structural equation modelling, and path analysis are being done to test the conceptual research model. The results of this article demonstrate how contemporary integrated classroom teaching can boost the marketing management learning outcomes with a proper blend of augmented learning exposure, out-of-class exercises and teaching technology in an Indianized way.