Marketing concept comprehension and recall through imagery: the case of international students
Date
2014
Authors
Edwards, J.
Donato, R.
Editors
Grigoriou, N.
Veloutsou, C.
Veloutsou, C.
Advisors
Journal Title
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Volume Title
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Book chapter
Citation
Source details - Title: Theoretical and empirical reflections in marketing, 2014 / Grigoriou, N., Veloutsou, C. (ed./s), Ch.5, pp.47-62
Statement of Responsibility
Conference Name
Abstract
Teaching new marketing concepts to international students (from non-native speaking backgrounds) poses particular challenges for lecturers. Specifically,assessment results reveal that Kotler's brand development strategies are poorly understood by international students undertaking a marketing principles course at an Australian tertiary institution. Students find difficulties in conceptualising the various brand development strategies via purely written and verbal description even when numerous examples are presented. Therefore alternative pedagogical strategies are required to enhance students' learning of particular marketing concepts.