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- Title
EXPLORING MARKETING STUDENTS PERCEPTIONS OF PEDAGOGICAL INNOVATIONS USING THE CRITICAL INCIDENT TECHNIQUE (CIT) APPROACH.
- Authors
Badrinarayanan, Vishag; Madhavaram, Sreedhar
- Abstract
Pedagogical innovations have significant implications for marketing educators' effectiveness. Consistent with the notion that customer orientation makes innovation efforts more effective, an understanding of student (customer) perceptions of pedagogical innovations could greatly facilitate better development and dissemination of pedagogical innovations. Therefore, this paper employs the critical incident technique (CIT) approach and explores marketing students' perceptions of both pedagogical innovations and innovative instructors. Implications of the study for marketing pedagogy are discussed.
- Subjects
COLLEGE students; SENSORY perception; TEACHER effectiveness; EFFECTIVE teaching; CRITICAL incident technique; JOB analysis
- Publication
Journal for Advancement of Marketing Education, 2008, Vol 12, p32
- ISSN
2326-3296
- Publication type
Article