Укључивање књижевне фикције у наставу курса „управљање брендом“ - фокус на вредности потрошача
Sažetak
Аутори показују како примери из књижевних текстова продубљују разумевање потрошачких вредности у курсу Управљање брендом (према класификацији Шета, Њумана и Гроса: функционалне, друштвене, емоционалне, епистемолошке и условне вредности). Да би разумели интересовање студената за ову тему и корисност задатака са фрагментима фикције, аутори су спровели студију међу студентима МБА који су завршили курс Управљање брендом, где су ови задаци интегрисани. Резултати студије су показали да студенти сматрају ове задатке занимљивим, корисним и да проширују своју ерудицију. Штавише, скоро половина испитаника је користила знање стечено израдом задатака са фрагментима фикције у својим практичним активностима.
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