Teaching the history of marketing theory

Abstract

PurposeThe purpose of this paper is to reflect on an unusual course, a historically focused course on marketing theory taught to a range of students from their fourth year of study through to the doctoral level.Design/methodology/approachThe staff, who have taught the course since before 2000 to date, reflect on its purpose, the curriculum and the student experience.FindingsStudying the history of marketing theory has considerable value for able and engaged students, especially those wishing to proceed to masters or doctoral level study. Students who are exposed to the history of marketing thought are also likely to be better prepared for the business of the future.Originality/valueThe originality of this paper is centered on the uniqueness of the course being taught; insights are provided into this unusual curriculum.