Attributes of an Effective Marketing Academic: Qualitative Insights from an Australian University

Troy Heffernan, Mark Morrison, Arthur Sweeney

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

This paper examines the personal attributes that increase the teaching effectiveness of a marketing lecturer. Based on eight focus groups of undergraduate marketing students at an Australian university, three factors emerged that lead to students' perceiving marketing lecturers as being effective educators. These are (1) having a dynamic style, (2) friendliness and (3) the effectiveness of their communication. A conceptual framework is developed showing how dynamism, friendlessness and communication effectiveness influences teaching effectiveness
Original languageEnglish
Title of host publicationA Celebration of Ehrenberg and Bass
Subtitle of host publicationMarketing Knowledge, Discoveries and Contribution: ANZMAC 2003
EditorsRachel Kennedy
Place of PublicationAdelaide, Australia
PublisherANZMAC 2003
Pages1400-1406
Number of pages7
ISBN (Electronic)0868039837
Publication statusPublished - 2003
EventAustralian and New Zealand Marketing Academy Conference - Adelaide, SA Australia, Australia
Duration: 01 Dec 200303 Dec 2003

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
CountryAustralia
Period01/12/0303/12/03

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