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An Exploratory Use of Musical Metaphors to Enhance Student Learning

College of Business at Tennessee Technological University, Cookeville, Tennessee

This article provides the role, scope, instructional experiences, and prospects of employing musical metaphors as a possible teaching tool. Interactive student learning is encouraged by actually playing songs in marketing strategy courses. First, an overview on the explanation and popularity of metaphors in both nonbusiness and business fields including marketing is provided. A brief discussion is then offered on the potential value and opportunities for using musical metaphors in the classroom. A narrative is then given on the instructional process of four stages that the professor experienced in adopting music metaphors. Student benefits as well as the limitations and suggestions on the process of trying musical metaphors are then summarized. Last, anecdotal student reactions are described and some illustrated experiential music assignments are given in the appendix. The contents of the article have interesting implications for marketing educators who may like to experiment with musical metaphors.

Key Words: metaphors • music metaphors • experiential learning • marketing strategy • marketing education

Journal of Marketing Education, Vol. 27, No. 2, 109-121 (2005)
DOI: 10.1177/0273475304273353


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