Vanishing Standard Marketing Knowledge By Digital Devices In Large Class Lecture In Japan

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Keywords: marketing schema, knowledge fragmentation, digital device.

Abstract: This paper explores the evolving landscape of marketing education in Japanese universities, the disappearance of once-dominant business cases and the proliferation of digital devices influencing information sources. The traditional reliance on standardized textbooks faces challenges as students accumulate knowledge through personalized online sources, giving rise to concerns about echo chamber and filter bubble effects. Drawing inspiration from Rossiter's Marketing Knowledge Project, the paper delves into the need to redefine authentic marketing knowledge in education, emphasizing practical application over mere recall. It underscores the imperative of adapting pedagogical approaches to counteract the impact of online knowledge sources on marketing classes. The proposed research agenda focuses on specifying the capabilities students should acquire and explores effective strategies to mitigate biases in information consumption. The paper calls for an understanding of how to cultivate marketing knowledge, aligning education with the dynamic information landscape and ensuring its contribution to self-enlightenment and human capability enhancement.