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An Introduction to this Special issue: A step change in marketing communication education - the next urgent steps for research

Author

Listed:
  • Gayle Kerr

    (QUT - Queensland University of Technology [Brisbane])

  • Ian Lings

    (QUT - Queensland University of Technology [Brisbane])

  • Philip Kitchen

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine, ICN Business School)

Abstract

Since the start of the global pandemic in late 2019, the world of marketing communication has undergone a disruptive step change, providing a unique natural experiment to observe pre- and post-lockdown attitudes and behaviours as much of the global population shifted from ‘in real life' interaction to online. While research has focused on changes in consumer behaviour and even the marketing communication process, the new realities for marketing communication education have been largely unexplored. Until now …

Suggested Citation

  • Gayle Kerr & Ian Lings & Philip Kitchen, 2024. "An Introduction to this Special issue: A step change in marketing communication education - the next urgent steps for research," Post-Print hal-04549447, HAL.
    • Handle: RePEc:hal:journl:hal-04549447
    DOI: 10.1080/13527266.2024.2305588
    as

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