The Application of Innovation Adoption Frameworks in Marketing Education

Research output: A Conference proceeding or a Chapter in BookConference contribution

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
CountryNew Zealand
CityDunedin
Period3/12/075/12/07

Fingerprint

marketing
innovation
marketing theory
education
student
staff
Teaching
classroom
learning
evidence
experience

Cite this

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.
Johns, Raechel. / The Application of Innovation Adoption Frameworks in Marketing Education. Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. editor / M Thyne ; K.R Deans ; P.J Gnoth. Dunedin, New Zealand : Australian and New Zealand Marketing Academy, 2007. pp. 3293-3299
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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.",
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Johns, R 2007, The Application of Innovation Adoption Frameworks in Marketing Education. in M Thyne, KR Deans & PJ Gnoth (eds), Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. Australian and New Zealand Marketing Academy, Dunedin, New Zealand, pp. 3293-3299, Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, 3/12/07.

The Application of Innovation Adoption Frameworks in Marketing Education. / Johns, Raechel.

Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. ed. / M Thyne; K.R Deans; P.J Gnoth. Dunedin, New Zealand : Australian and New Zealand Marketing Academy, 2007. p. 3293-3299.

Research output: A Conference proceeding or a Chapter in BookConference contribution

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Johns R. The Application of Innovation Adoption Frameworks in Marketing Education. In Thyne M, Deans KR, Gnoth PJ, editors, Proceedings of the the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. Dunedin, New Zealand: Australian and New Zealand Marketing Academy. 2007. p. 3293-3299