Les motivations à apprendre des étudiants et l’enseignement du marketing: une analyse via la théorie de la distance transactionnelle en formation

Laurence Chérel and Catherine Lapassouse-Madrid
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Laurence Chérel: IUT Bordeaux Montaigne - UBM - Université Bordeaux Montaigne

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Abstract: Contemporary students' motivations to learn and the teaching of marketing: an analysis using the framework of transactional distance theory This article studies the teaching of marketing and the motivation of contemporary students. It draws on the theory of transactional distance to compare the traditional marketing pedagogical methods with an original teaching approach in a university. The article also presents the conclusions of a qualitative study investigating students' perception of this teaching approach.

Keywords: Marketing; education; motivation; transactional distance theory.; pédagogie; théorie de la distance transactionnelle. (search for similar items in EconPapers)
Date: 2016-11-10
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Published in Décisions Marketing, 2016, 83, pp.49-66. ⟨10.7193/DM.083.49.66⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308695

DOI: 10.7193/DM.083.49.66

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