Teaching consumer demographics to marketing students

Jo M. Martins, Gordon Brooks

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This paper reports on an initiative to incorporate consumer demographics-techniques and concepts that are not traditionally part of the curriculum of marketing students-into a second year consumer behaviour subject, for an undergraduate marketing degree, and also into related post-graduate study. It addresses three topics: (1) the position of demographics and demographic techniques in the field of consumer behaviour, and more generally in marketing; (2) approaches to the study of consumer behaviour; and (3) the authors' recommended approach to teaching consumer demographics and behaviour. The authors' views are informed by their experience teaching 15 undergraduate and postgraduate cohorts.

Original languageEnglish
Pages (from-to)81-92
Number of pages12
JournalPopulation Research and Policy Review
Issue number1
Publication statusPublished - Feb 2010


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