Paradigm Shifts in Business Education: Using Active Learning to Deliver Services Marketing Content
Paradigm Shifts in Business Education: Using Active Learning to Deliver Services Marketing Content
复制标题
商业教育范式转变：利用主动学习提供服务营销内容
DOI：
10.1177/027347539401600303
复制
发表时间：
1994
影响因子：
2.4
通讯作者：
V. Zeithaml
中科院分区：
文献类型：
--
作者：
Lauren K. Wright;M. J. Bitner;V. Zeithaml
商学院最近受到批评，因为他们未能让学生为20世纪90年代及以后的组织员工所面临的日益复杂，快节奏和全球化的工作环境做好准备。学生必须学习新的内容和新的技能，以满足美国企业不断变化的需求。服务营销是必须添加到商学院课程的新内容的一个很好的例子，因为服务现在占我们GNP的70%以上服务营销课程也可以为学生提供实践关键新工作技能的绝佳机会。本文的目的是描述必要的变化，在市场营销课程，以确保学生有适当的技能和内容，以充分满足他们未来的雇主的需要，提供一个概述服务营销课程内容，描述传统的和主动学习的教育范式，演示如何使用主动学习技术来教授服务营销课程的内容和技能;并提供主动学习练习的具体例子，以解决服务营销中的关键内容领域。
Business schools have recently been criticized for failing to prepare students for the increasingly complex, fast-paced, and global work environments they will face as employees of organizations in the 1990s and beyond. Students must be taught both new content and new skills in order to meet the changing needs of U.S. businesses. Services marketing is a prime example of the new content that must be added to business school curricula, since services now account for more than 70% of our GNP Services marketing courses can also provide an excellent opportunity for students to practice critical new workplace skills. The objectives of this article are to describe the changes necessary in marketing curricula to ensure that students have the appropriate skills and content to adequately meet the needs of their future employers; to provide an overview of services marketing course content; to describe the traditional and the active learning educational paradigms; to demonstrate how active learning techniques can be used to teach both content and skills in a services marketing course; and to provide specific examples of active learning exercises designed to address key content areas in services marketing.