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 : : : Posting

: : teaching

As another academic year begins, Stan Shapiro would like to call attention to the availability of an "open source" macromarketing chapter that might be considered, possibly along with an assignment based on it, as "Add On" material for an Introductory Marketing, International Marketing or Marketing and Society course. That chapter has just been posted on the Teaching Resources page of the ÂÜÀòÉç¹ÙÍø website and is also to be found () on the Macromarketing Society site

That chapter begins by discussing the chasm that existed between macromarketing as a field of inquiry and the 2005 ÂÜÀòÉç¹ÙÍø definition of marketing. It then familiarizes readers with the domain, or various areas of study, within macromarketing. Next the author both makes the case for, and provides examples of, a controversies-based approach to the study of macromarketing. For each of eight such controversies (what should, and what should not, be done to meet the demand for human body organs; advertising’s impact on society; how best to deal with the challenge of obesity; the price that should be charged for AIDS drugs; what, if any thing, should be done about the "Wal-Mart effect"; the pluses and minuses of globalization; how the UN’s Millennium goals could best be achieved; and is sustainable consumption an achievable objective), a brief overview of the issue is provided. Then students are referred to articles representative of the conflicting positions that have been taken on each issue, some by students of macromarketing and others by those writing from different disciplinary perspectives.