Advanced Marketing Management Text
Introduction
Advice on teaching an advanced Marketing Management course at the graduate level with students with different amounts of marketing background.
Shoaib Shamsi had asked for advice teaching an Advanced Marketing Management course at the graduate level. The class typically has students coming with greatly differing numbers of marketing courses. Here is a reply:
Date: Wed, 21 Dec 2005 10:11:53 -0500 (EST)
From: "Ian D. H. Cuthill" <cuthill@Oswego.EDU>
Subject: RESPONSE: Advanced Marketing Management Text
This is an interesting and perennial problem in teaching MBA Marketing Management. You are lucky to have a class where all of the students have some exposure to marketing. I have to teach classes ranging from zero marketing exposure to the full complement of marketing majors.
My advice would be only use a text when there are some students in the class who have had no marketing courses. Otherwise, provide the class with a few overview refresher lectures and dedicate the rest of the time to case studies and selected readings. If you want to engender discussion, case studies and articles on recent developments are a good promoter of interaction. Harvard Business School Publishing probably has the most comprehensive collection of cases.
Hope this helps.
Ian
Ian D.H. Cuthill, Ph.D.
Visiting Professor, Marketing
307 Rich Hall,SUNY Oswego,
Oswego, NY 13126
cuthill@oswego.edu