Restricted accessResearch articleFirst published online 1979-04
Planning and Developing an Effective Teaching Strategy for Adult Marketing Education in Academic Courses,Continuing Education or Management Development Programs
This paper examines the tremendous growth, challenges, and implications for adult marketing education in tradi tional credit courses, continuing education or management development programs. It provides an exploratory frame work for marketing educators in developing content, for mat, and pedagogical techniques in instructing the dy namic adult market. It highlights adult learning behav ioral characteristics and then provides some specific di rections and suggestions for meeting the specific educa tional needs of adults.
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