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Developing Quality-of-Life Pedagogy in Marketing Courses: A Structured Approach

  • Don R. RahtzEmail author
  • M. Joseph Sirgy
  • Stephan Grzeskowiak
  • Dong-Jin Lee
Chapter
  • 186 Downloads
Part of the Social Indicators Research Series book series (SINS, volume 79)

Abstract

This chapter examines ways in which Quality of Life (QOL) concepts can be integrated into existing marketing coursework (and help educators to develop new courses). The ultimate goal is to increase the likelihood that students would embrace a QOL orientation in the practice of marketing. The introduction section makes the case for the need to inject QOL concepts in marketing pedagogy. This is followed by a discussion of the history of marketing thought. We then discuss QOL-related concepts in marketing thought such as QOL marketing, consumer well-being, and well-being marketing. We then show how the concept of well-being marketing is used to guide marketing mix decisions—product, place, promotion, and price decisions. This is done by contrasting well-being marketing with transactional (or traditional) marketing. We then discuss pedagogical issues in building applications for integrating QOL concepts into coursework. The final section ends with a set of suggestions for moving the acceptance of the broader use of QOL-related concepts in marketing departments, the business academy, and both the broader public and private sectors.

Keywords

Consumer well-being Education pedagogy Marketing Marketing concept Quality of life (QOL) 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Don R. Rahtz
    • 1
    Email author
  • M. Joseph Sirgy
    • 2
  • Stephan Grzeskowiak
    • 3
  • Dong-Jin Lee
    • 4
  1. 1.College of William and MaryWilliamsburgUSA
  2. 2.Virginia Polytechnic Institute & State UniversityBlacksburgUSA
  3. 3.NEOMA Business SchoolMont-Saint-AignanFrance
  4. 4.Yonsei UniversitySeoulSouth Korea

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