Transferring Road Maps for Learning and Assessment Procedures to Marketing

摘要

Learning is a lifelong process (Longworth, 2003). It is therefore worthwhile looking at instances where learning takes place outside educational institutions and see how educational principles can be applied there. Today, being a consumer is a significant part of our personality. Exchange processes dominate our daily life. In microeconomics, the consumer is portrayed as exhaustively informed and making decisions based on rational considerations (Frank, 2010). Marketing knows that this assumption is untenable, and one might argue that companies often capitalize on the fact that consumers are imperfectly informed.