Research Led Teaching

Research led teaching is an integrated part of my involvement in the Research School of Management’s teaching program.  To me, research led teaching is where the classroom can be the origin and destination of research – from conceptualisation of theory, through the iterative processes of writing, refinement and in-class explanation results in a research outcome.

I have engaged in several iterative processes of publishing conceptual research papers generated from in-class discussions which become set as readings for future offerings of the subject.  Offered here are three case studies of how in-class discussions and teaching materials have become research outputs, and how my research outputs have been integrated into the classroom.

 

Case 1: Services Marketing

Dann, S (2008) Applying Services Marketing Principles to Postgraduate Supervision, Quality Assurance in Education, 16 (4) 333-346, DOI:10.1108/09684880810906481

In 2006 and 2007, I was responsible for teaching Service Marketing in the MMIB postgraduate program. As part of the coursework, I would use the specific example of service delivery in higher education, which was used initially to clarify and contextualize a conceptual framework for the students. Over the following year I was able to pursue this example with additional theory and research as part of the Graduate Certificate of Higher Education research supervision subject, and published the research in late 2008.  In 2007, I introduced my introduction to marketing first year cohort to the complexity of the changes in the definitions of marketing as the American Marketing Association was implementing a change to their official marketing definition in that period. As a result of teaching the older definitions, and the revised definitions, I was able to spend an extended period researching, conceptualizing and reframing the definitions, which led to the published research outcomes of three research articles (E1), and eight conference papers (E1) in the fields of social marketing and political marketing.  The social marketing papers have subsequently been used as set readings within the MKTG3024 Social Marketing subject.

 

Case 2: Internet Marketing Research

Dann, S (2010) Twitter content classification, First Monday, 15 (12)- 6 December 2010, http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2745/2681

 

Research undertaken in 2009 as part of my OSP program resulted in methodological paper on classifying Twitter content which was initially presented in draft format as a guest lecture at QUT in 2009.  Subsequently refinement and revision of the work saw it presented in a public seminar series at ANU, BarCamp Canberra 2010, and submitted for publication in First Monday in 2010. The draft pre-publication version of the paper was available as a reading for both my undergraduate and postgraduate Business Decision Making course where the paper was delivered as a case study in applied methodologies, and used as part of the lecture content.  The paper has subsequently been published in First Monday and will be part of the reading for my Semester 2, 2011 e-marketing subject.  Work in the area continues with it forming part of my 2011 emarketing textbook, and a research presentation at the 2011 Marketing Science conference

 

Case 3: Dann & Dann, Competitive Marketing Strategy, Pearson Education (2007)

Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement, Marketing Theory 9(2) 243-256

 

My textbooks are highly regarded for their combination of original research and strong integration of existing theory.  The original e-marketing text from was recognized by DEST as a peer reviewed (A1) text in 2001, and the second edition was used as a reading in my E-marketing subject. Original research from my 2007 Competitive Marketing Strategy textbook was the basis of three journal articles, including the redefinition of political marketing paper (Hughes and Dann, 2009), redefining social marketing (Dann, 2010), and the basis for eight conference papers.  The text itself was used as a set reading in Strategic Marketing  Semester 2, 2010, and formed the basis for two student research projects at the undergraduate and postgraduate level.

 

Teaching Based Publications

Subject Publication originating from teaching
Introduction to Marketing, (2007, 2011) Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing, Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739

 

Dann, S (2010) “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013

 

Social Marketing (2006, 2009-2011) Dann, S (2007) “Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss” Monash Business Review, Volume 3, No. 2, July 2007  [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php], DOI: 10.2104/mbr07023

 

Dann, S (2007) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390

 

Dann, S (2010) “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013

 

Dann, S. Harris, P, Mort, G. Fry, M.L. and Binney W (2007) Reigniting the Fire : A contemporary research agenda for social, political and non profit marketing, Journal of Public Affairs, 7 pp291-304  DOI: 10.1002/pa.269

 

Dann S, and Hughes A, (2008) Australian Political Marketing after Kevin07: Lessons from the 2007 Federal Election, Monash Business Review,  4 (1) April 2008, DOI: 10.2104/mbr08010

 

Dann, S and Fry, M-L (2009) “Benchmarking road safety success: Issues to consider”, Australasian Marketing Journal 17 (4) 226-231

 

Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement, Marketing Theory 9(2) 243-256

 

Marketing Management (2006-2007) Dann S, and Hughes A, (2008) Australian Political Marketing after Kevin07: Lessons from the 2007 Federal Election, Monash Business Review,  4 (1) April 2008, DOI: 10.2104/mbr08010

 

Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement, Marketing Theory 9(2) 243-256

 

E-marketing (2006-2008, 2011) Dann, S. E-Novation Deployment – Creating New “Spaces” and Distribution Using E-Novation, in Pattinson, H and Low, D (2011)) E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies, IGI Global

 

Dann, S (2010) Twitter content classification, First Monday, 15 (12)- 6 December 2010, http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2745/2681

 

Services Marketing (2006-2007) Dann, S (2008) Applying Services Marketing Principles to Postgraduate Supervision, Quality Assurance in Education, 16 (4) 333-346, DOI:10.1108/09684880810906481