Signature Pedagogies in marketing

Andrew Paddison, Michael Harker, Lucy Gill-Simmen, Neil Kelley

Research output: Contribution to conferencePaperpeer-review


This paper reports on our ongoing project that is based on exploring Signature Pedagogies (SPs). What are Signature Pedagogies? in brief, they are the teaching forms distinct to a discipline, which act as the means through which the text, thought and practice of the respective discipline is conveyed. Our project seeks to develop a clearer picture of the who, what and how of these within the domain of the teaching and learning of marketing at UK HEIs. More specifically the aim of the project is to explore through the theoretical lens of Signature Pedagogies the perception of marketing academics with regards to, firstly, the current forms, prevalence and relevance of SP, and, secondly, an exploration amongst marketing academics as to how the forms of SP could be best enabled and embedded in the future - matching this with a collation of information in respect of the attributes of educators - for example, the degree and category of professional experience they themselves posses.
Original languageEnglish
Publication statusPublished - 2 Jul 2019
Event52nd Academy of Marketing Conference - Regents University, London, United Kingdom
Duration: 2 Jul 20195 Jul 2019


Conference52nd Academy of Marketing Conference
Country/TerritoryUnited Kingdom
Internet address


  • marketing
  • pedagogy
  • UK
  • higher education


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