Moving toward New Horizons for Marketing Education: Designing a Marketing Training for the Poor in Developing and Emerging Markets

Autor/inn/en	Teklehaimanot, Mebrahtu L.; Ingenbleek, Paul T. M.; Tessema, Workneh K.; van Trijp, Hans C. M.
Titel	Moving toward New Horizons for Marketing Education: Designing a Marketing Training for the Poor in Developing and Emerging Markets
Quelle	In: Journal of Marketing Education, 39 (2017) 1, S.47-60 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475316688318
Schlagwörter	Foreign Countries; Marketing; Business Administration Education; Instructional Design; Developing Nations; Rural Population; Low Income; Access to Education; Poverty Areas; Training; Educational Needs; Educational Objectives; Interviews; Focus Groups; Pilot Projects; Ethiopia + Suchen Sie Ihr Suchwort? Ausland; Lesson concept; Lessonplan; Unterrichtsentwurf; Developing country; Developing countries; Entwicklungsland; Landbevölkerung; Niedriglohn; Education; Access; Bildung; Zugang; Bildungszugang; Ausbildung; Educational need; Bildungsbedarf; Educational objective; Bildungsziel; Erziehungsziel; Interviewing; Interviewtechnik; Pilot project; Modellversuch; Pilotprojekt; Äthiopien
Abstract	In recent years, marketing education has broadened to poor people in developing and emerging countries. In this article, the authors use four empirical studies that apply well-established training design procedures to design a marketing training program for Ethiopian pastoralists. Because pastoralists operate in extremely remote, traditional, and sparsely populated regions of developing and emerging markets, the training complements trainings for the poor applied in urban areas of these countries. As such, the article provides implications for training program designers on how they can adapt the training program procedures to other contexts, thereby making marketing ideas accessible to a large and important new target group for marketing education. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01