Attributes of an effective marketing academic: qualitative insights from an Australian university
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Morrison, Mark
Sweeney, Arthur
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Dr Rachel Kennedy
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Adelaide
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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.
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Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
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© The Author(s) 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.