There is no consensus on what to teach in marketing theory or how to teach it: no established syllabus, no standard textbook and no standard teaching method. In addition academics seem to have little interest in teaching marketing theory and students have even less interest in learning about it. This article describes how anacademic, asked to teach a new marketing theory course at short notice, overcame these difficulties by designing and implementing an innovative marketing theory course using a hermeneutic approach.
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