Abstract
This article presents a model for improving the teaching effectiveness of marketing professors. The model suggests a hierarchy of cognitive objectives and affective objectives as well as a taxonomy of teaching styles that are hypothesized to be most appropriate for each objective. In addition, an evolutionary contingency theory of education is proposed.
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Bibliography
Bloom, B. S. ed. Taxonomy of Educational Objectives: Cognitive Domain (New York: David McKay Company, Inc., 1956)
Krathwohl, D. R. et. al. Taxonomy of Educational Objectives: Affective Domain (New York: David McKay Company, Inc., 1969)
McKeachie, Wilbert J. Teaching Tips: A Guidebook for the Beginning College Teacher (Lexington, Mass: D. C. Health and Company, 1969)
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© 2016 Academy of Marketing Science
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Bushman, F.A. (2016). A Model For Improving Teaching Effectiveness of Marketing Professors. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_33
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DOI: https://doi.org/10.1007/978-3-319-16934-7_33
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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