Expected Achievement Task In Marketing Education In Japan

The achievement task in marketing education (in undergraduate education) is usually measured by an increase in students' memory. In other words, the success of marketing education is confirmed by checking, through tests or other methods, how much of the knowledge has been transferred to the students. In this study, we discuss whether this achievement task is appropriate when considering the characteristics of marketing education in Japan. Japanese universities must teach marketing in large classrooms to a large number of 18-year-olds who have no work experience or no understanding of business. In other words, marketing was taught to pure CONSUMERS. Nonetheless, many marketing education researchers have included increased problem-solving ability in addition to improved memory as an achievement task. As a result, we discuss the possibility that consumer training could be an achievement task as a unique characteristic of Japan as well as the theoretical implications of this possibility.