Enhancing the teaching practice of marketing concepts with literature usage — the case of Émile Zola’s novel / Mejorar la enseñanza de conceptos de marketing con el uso de la literatura: el caso de la novela de Émile Zola

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As a result of the restrictions caused by the pandemic, education has moved to another space. Online conditions largely override all the methods that can be applied offline. The online interface, as an educational platform, requires a different kind of competence. The extent to which heuristic, Socratic methods can be put into practice in online education depends primarily on the creativity of those working on the front lines. The aim of this study is to illustrate how fiction can be applied — in this case, Émile Zola’s novel The Ladies’ Delight, primarily in the teaching of commercial marketing — in order for students to be emotionally involved in the educational process and to be part of the experiential learning during a pandemic.