Critical Consumption: Empowering Students to Evaluate Sources in a One-Shot Session on Introductory Consumer Marketing Research

Abstract

Instruction in library resources and research for the introductory marketing class is one of the most requested one-shot sessions from the business school at Miami University, a large public school in the Midwest, with around fifteen sessions taught each academic year. The one-shot session outlined here is derived from these classes. Students’ main project for the course is to create a marketing plan for a chosen consumer packaged goods product (i.e., food or household items that are repurchased regularly); the library session is designed to help them find the information they will need about consumers for the project.