The Application of Innovation Adoption Frameworks in Marketing Education

    Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

    Abstract

    Evidence from the higher education literature suggests innovative teaching as a positive practice to be adopted. However, there has been limited exploration of how students accept teaching innovations in the classroom. The premise of this paper is that marketing theory on innovation adoption can provide a framework to assist matching innovative teaching with student learning styles. Students and staff are increasingly coming to the classroom with different backgrounds, and academics should draw on previous experience of both students and staff where possible (Brew and Boud, 1996). Where content is particularly innovative, either to the staff member or student, it is essential to consider not only the learning style, but also how comfortable a student could be with new material. This paper, therefore, seeks to understand to what extent marketing theory (particularly that on innovation adoption) can be applied in an educational context.
    Original languageEnglish
    Title of host publicationProceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
    EditorsM Thyne, K.R Deans, P.J Gnoth
    Place of PublicationDunedin, New Zealand
    PublisherAustralian and New Zealand Marketing Academy
    Pages3293-3299
    Number of pages7
    ISBN (Print)9781877156299, 9781877156280
    Publication statusPublished - 2007
    EventAustralian and New Zealand Marketing Academy Conference - Dunedin, New Zealand
    Duration: 3 Dec 20075 Dec 2007

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Country/TerritoryNew Zealand
    CityDunedin
    Period3/12/075/12/07

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