Teaching marketing innovatively : Evidence from Azerbaijani HEIs

Abstract

This thesis explored the teaching methods utilized in marketing programs of Azerbaijani HEIs and student perceptions of the employed teaching methods by using qualitative research methods. Azerbaijan represented transformations in various fields over the years and the development of business had a remarkable contribution to the economy of the country (Republic of Azerbaijan Ministry of Economy Entrepreneurship Development, n.d.). The development of the higher education system in the Republic of Azerbaijan necessitated the adoption of Western practices (TEMPUS, 2010). The significant position of the skilled labor force in marketing and sales is elucidated by the high demand for such specialists in the labor market (Business Insight LLC & SIAR LLC, 2019). That said, the significant role of growing the specialists in the field of marketing is undeniable for future perspectives of Azerbaijan’s economic development. The Ministry of Science and Education of the Republic of Azerbaijan (2013) reports its second direction in the State Strategy of the development of education as nurturing teachers that employ ITMs in their instructional practices. Nevertheless, the practices in HE shows inconsistency with the active use of ITMs in classrooms which is argued to hinder improved student learning in the marketing programs. The study explored two research questions: (1) “What are the teaching methods used in marketing programs of Azerbaijani HEIs?”; (2) “What are the student perceptions of the employed teaching methods in terms of improved learning?”. The findings show that traditional lecture and seminar teaching method is common across marketing programs. However, the findings regarding student perceptions of these methods inform about student dissatisfaction with lecture and seminar methods and the need for adopting teaching methods that can help improve their learning.