2008 - Marketing Educators' Association

DIVERTING TRADITIONAL TEACHING METHODS IN SERVICES MARKETING VIA INDUSTRY-BASED
ACADEMIC EXCHANGE: THE ANGELES UNIVERSITY EXPERIENCE
Gerrome R. Esguerra, Angeles University Foundation, College of Business Administration,
Angeles City, Pampanga, Philippines; vertigo_68@yahoo.com
INTRODUCTION
The service industry continues to undergo
revolutionary change. It incessantly affects the way
we exist. As new services are launched, the call to a
more creative and responsive way of marketing
these services continues to be a challenge to
industry practitioners. What is more challenging is
for educators to impart a more standard and
effective way of teaching Services Marketing.
METHODS AND PROCEDURES
This special topic explores and integrates two issues
relative to marketing education: innovation in the
traditional teaching method as applied in the
classroom, and measuring student performance
using authentic assessment. The study investigates
the effectiveness of industry-based academic
exchange as an alternative in carrying out the
teaching-learning process of Services Marketing. It
underscores community participation of well-known
key leaders as they share their experiences in
industry, highlighting their best practices. The
method also highlights academic exchange, building
up a firsthand debate that concerns issues within the
realm of the foresaid service.
Respondents to this research covered two sets. The
first set of respondents included faculty members
from the Marketing Department who teach Services
Marketing, marketing heads of the university,
research professors, and test and measurement
professors. They were evaluator-participants in
assessing the proposed assessment tool. The
second set of respondents were marketing students
who evaluated the effectiveness of the industrybased
academic exchange as an alternative
teaching method in Services Marketing via the
proposed assessment tool.
ABSTRACT
76
PARTICIPATING ORGANIZATIONS
For the industry-academic exchange, marketing
practitioners and business tycoons were invited by
the students to bring life to various issues and topics
relative to Services Marketing. Twelve renowned
organizations from both the public and private
sectors based in the Philippines and Southeast Asia
delved into real services marketing issues, to wit;
Universal Robina Corporation, Philippine National
Bank, Rizal Commercial Banking Corporation, Coca
Cola Philippines, Unionbank, House of David Group
of Companies, Clark Development Corporation,
Clark Bureau of Customs, PT Medion Indonesia and
Medilea Incorporated Philippines, Department of
Trade and Industry Central Luzon, Beyond Essence
Creative Group, and Grand Palazzo Royale. .
Marketing practitioners, marketing educators, and
marketing students provide the vital triangulation
that will assess, evaluate, develop and discuss real
topics, issues and practices in Services Marketing.
REFERENCES
Lovelock, C., Wirtz, J., Keh, H. T., & Lu, X. (2005).
Services marketing In Asia: People, technology,
strategy (2 nd ed.). London: Prentice Hall.
Cruz, Z. L. (2005). Convention and events
management.
Daenos, R. A. G. (2008). Authentic assessment: A
response to objective evaluation.
Bognot, F. L., Agapay, A. G., & Dizon, D. S. (2006).
The effects of cooperative learning approach in
teaching algebra to BSED I students of Angeles
University Foundation, Educare, 3.