Knowledge of marketing strategy is essential for marketing majors. To supplement and/or replace the traditional lecture-discussion approach, several pedagogical vehicles have been recommended to teach marketing strategy, including the analytic hierarchy process; career-planning cases; computer-assisted, simulated marketing cases; experiential projects; life-history analysis; product-management projects; scenario planning; shareholder-value analysis; simulation; Web-based cases; and Web-based business-intelligence tools. Each of these approaches incorporates marketing-strategy knowledge content that consists of concepts, theories, and conceptuaal frameworks. Noting that the approaches to teaching marketing strategy lack an overall, integrative theory, this article proposes (1) resource-advantage (R-A) theory as an appropriate, positive, integrative theoretical foundation for teaching marketing strategy, (2) several conceptual frameworks drawn from R-A theory that are useful in teaching marketing strategy, and (3) suggestions on how to approach teaching R-A theory in the classroom.
Biggadike, Ralph E.1981. The contributions of marketing to strategic management. Academy of Management Review6 (4): 621–632.
2.
Browne, William G.1979. Using corporate sponsored marketing management projects. Journal of Marketing Education1 (2): 39–47.
3.
Claycamp, Henry J., and William F. Massy. 1968. A theory of market segmentation. Journal of Marketing Research5 (4): 388–394.
4.
Conant Jeffrey S., and Michael P. Mokwa. 1987. Confronting marketing management reality: A design and instructional strategy for an intermediate course. Journal of Marketing Education9 (3): 21–32.
5.
Conner, Kathleen R.1991. A historical comparison of resource-based theory and five schools of thought within industrial-organization economics: Do we have a new theory of the firm?Journal of Management17 (March): 121–154.
6.
Day, George S.2005. Teaching marketing strategy: A course design resource. Available from http://hops.wharton.upenn.edu/marketingstrategy/.
7.
Day, George S., and David B. Montgomery. 1999. Charting new directions for marketing. Journal of Marketing63 (special issue): 3–13.
8.
Day, George S., Barton Weitz, and Robin Wensley. 1990. The interface of marketing strategy. Greenwich, CT: JAI.
9.
Drucker, Peter F.1964. Managing for results. London: Pan Books.
10.
Garda, Robert A.1988. Comment by Robert A. Garda. Journal of Marketing52 (4): 32–41.
11.
Haas, Robert W., and Thomas R. Wotruba. 1990. The project approach to teaching the capstone marketing course. Journal of Marketing Education12 (2): 37–48.
12.
Haynes, Paula J., and Marilyn M. Helms. 1991. Strengthening the relevance of the marketing strategy course by using a career planning exercise. Journal of Marketing Education13 (3): 66–75.
13.
Heinrichs, John H., Jeen-Su Lim, and Lonnie J. Hudspeth. 2002. Teaching strategic marketing models with Web-based business intelligence tools: Innovative guided marketing analysis. Journal of Marketing Education24 (2): 135–142.
14.
Henson, Steve W., Pamela A. Kennett, and Karen Norman Kennedy. 2003. Web-based cases in strategic marketing. Journal of Marketing Education25 (3): 250–259.
15.
Hodgson, Geoffrey M.1993. Economics and evolution. Ann Arbor, MI: University of Michigan Press.
16.
Hunt, Shelby D.1999. The strategic imperative and sustainable competitive advantage: Public policy and resource advantage theory. Journal of Academy of Marketing Science27 (2): 144–159.
17.
Hunt, Shelby D.2000. A general theory of competition: Resources, competences, productivity, economic growth. Thousand Oaks, CA: Sage.
18.
Hunt, Shelby D.2002. Foundations of marketing theory: Toward a general theory of marketing. Armonk, NY: M. E. Sharpe.
19.
Hunt, Shelby D., and Robert M. Morgan. 1995. The comparative advantage theory of competition. Journal of Marketing59 (April): 1–15.
20.
Hunt, Shelby D., and Robert M. Morgan. 1997. Resource advantage theory: A snake swallowing its tail or a general theory of competition?Journal of Marketing61 (October): 107–114.
21.
Hunt, Shelby D., and Robert M. Morgan. 2005. The resource-advantage theory of competition: A review. Review of Marketing Research1: 153–206.
22.
Kramer, Hugh E.1988. Applying marketing strategy and personal value analysis to career planning: An experiential approach. Journal of Marketing Education10 (3): 69–73.
23.
McKee, Daryl. 1992. Review of analytic hierarchy process: A strategic-level decision-support technique. Marketing Education Review2 (3): 56–68.
24.
Mentzer, John T., James E. Cox, and H. Lee Meadow. 1983. The use of computer-based marketing cases in introductory and advanced marketing management courses. Journal of Marketing Education5 (2): 2–12.
25.
Miller, Van, and Robert Hoover. 1999. The application of shareholder value analysis to the marketing strategy case. Marketing Education Review9 (3): 5–14.
26.
Modgley, David F.1981. Toward a theory of product life cycle: Explaining diversity. Journal of Marketing45 (4): 109–115.
27.
Peterson, Robin T.1987. A marketing history perspective for the marketing management class. Journal of Marketing Education9 (1): 31–36.
28.
Peterson, Robin T., and Shaun McQuitty. 2001. An assessment of the effectiveness of life history analysis in the MBA marketing management class. Marketing Education Review11 (2): 53–61.
29.
Razzouk, Nabil Y., Victoria Seitz, and Elias Rizkallah. 2003. Learning by doing: Using experiential projects in the undergraduate marketing strategy course. Marketing Education Review13 (2): 35–41.
30.
Rossiter, John R.2001. What is marketing knowledge? Stage I: Forms of marketing knowledge. Marketing Theory1 (1): 9–26.
31.
Van Doren, Doris C., and Darlene Brannigan Smith. 1999. Scenario-planning: A new approach to teaching marketing strategy. Journal of Marketing Education21 (2): 146–155.
32.
Varadarajan, Rajan P., and Satish Jayachandran. 1999. Marketing strategy: An assessment of the state of the field and outlook. Journal of the Academy of Marketing Science27 (2): 120–143.
33.
Vargo, Stephen L., and Robert F. Lusch. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing68 (1): 1–17.
34.
Ward, John L., and Stanley F. Stasch. 1980. A conceptual framework for analyzing marketing strategy cases. Journal of Marketing Education2 (3): 57–63.
