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.
|Title of host publication||Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007|
|Editors||M Thyne, K.R Deans, P.J Gnoth|
|Place of Publication||Dunedin, New Zealand|
|Publisher||Australian and New Zealand Marketing Academy|
|Number of pages||7|
|ISBN (Print)||9781877156299, 9781877156280|
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference - Dunedin, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference|
|Period||3/12/07 → 5/12/07|
Johns, R. (2007). The Application of Innovation Adoption Frameworks in Marketing Education. In M. Thyne, K. R. Deans, & P. J. Gnoth (Eds.), Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 (pp. 3293-3299). Dunedin, New Zealand: Australian and New Zealand Marketing Academy.