New Course Design to Reply Uncertainty

Abstract

The importance of students' preparedness to work immediately after university, industry demand of specific graduates, and current trends in marketing studies are pushing university to reconsider their traditional marketing programs by including more interdisciplinary perspectives, such as innovation and technology management. However, innovation theory is relatively new for marketing research, while studies on the extent to which marketing education should encompass innovation theory are still limited. Drawing upon the exploitation of the thresholds concepts, the chapter proposes a new approach to design an innovative course based on the integration of innovation theory with marketing management for postgraduate marketing students to address this challenge. These threshold concepts would emerge as the core concepts for synthesizing innovation theory and marketing management for supporting the development of the new marketing programs.