INTEGRATING TRANSFORMATIVE CONSUMER RESEARCH INTO THE MARKETING CURRICULUM: A DESIGN THINKING PEDAGOGICAL APPROACH

Abstract

ABSTRACT While marketing educators have identified the need for integrating transformative consumer behavior (TCR) in the marketing curriculum, they offer scant examples as it relates to actual student projects. The purpose of this article is to demonstrate how marketing educators can help students design interventions that address macro-level marketing issues by targeting consumers on the micro-level via marketing strategies. Findings indicate the multistep design-thinking learning method increased students’ awareness of systemic interactions and intersections in the market while creating empathy for various audiences. A detailed implementation plan is provided for educators to use in consumer behavior, marketing strategy, and marketing research course.