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

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Teaching Quality of Life in Different Domains

Part of the book series: Social Indicators Research Series ((SINS,volume 79))

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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.

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Notes

  1. 1.

    Subjective consumer well-being refers to positive feelings the consumer may have in a manner that contributes to his or her quality of life (i.e., life satisfaction). In contrast, objective consumer well-being refers to expert assessments regarding consumers’ costs and benefits as well as safety assessments—consumer safety, public safety, and safety to the environment (Sirgy and Lee 2008).

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Authors and Affiliations

  1. College of William and Mary, Williamsburg, VA, USA

    Don R. Rahtz

  2. Virginia Polytechnic Institute & State University, Blacksburg, VA, USA

    M. Joseph Sirgy

  3. NEOMA Business School, Mont-Saint-Aignan, France

    Stephan Grzeskowiak

  4. Yonsei University, Seoul, South Korea

    Dong-Jin Lee

Authors
  1. Don R. Rahtz
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  2. M. Joseph Sirgy
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  3. Stephan Grzeskowiak
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  4. Dong-Jin Lee
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Correspondence to Don R. Rahtz .

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  1. Master Program in Social Sciences and the Social Sciences Research Centre (CICS-UP) of the School of Social Sciences, Universidad de Palermo, Buenos Aires, Argentina

    Graciela H. Tonon

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Rahtz, D.R., Sirgy, M.J., Grzeskowiak, S., Lee, DJ. (2020). Developing Quality-of-Life Pedagogy in Marketing Courses: A Structured Approach. In: Tonon, G. (eds) Teaching Quality of Life in Different Domains. Social Indicators Research Series, vol 79. Springer, Cham. https://doi.org/10.1007/978-3-030-21551-4_7

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  • DOI: https://doi.org/10.1007/978-3-030-21551-4_7

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