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

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 res...

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Bibliographic Details
Published inFIIB business review Vol. 13; no. 3; pp. 364 - 377
Main Authors Bhattacharya, Subhajit, Kumar, Rohit Vishal, Chattopadhyay, Subrata
Format Journal Article
LanguageEnglish
Published New Delhi, India SAGE Publications 01.05.2024
Sage Publications India Private Ltd
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Summary: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.
ISSN:2319-7145
2455-2658
DOI:10.1177/23197145211006961