Textbooks: Fast Food or Dine-In? Preliminary Views

Document Type

Conference Proceeding


Faculty of Business and Law


School of Marketing, Tourism and Leisure




Marchioro, G., & Ryan, M. (2008). Textbooks: Fast Food or Dine-In? Preliminary Views. In Marketing: Shifting the focus from mainstream to offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference. Sydney, Australia. Abstract only available.


Textbooks have traditionally been a fundamental part of a university course and integral to student learning. This paper presents initial findings from a study on university students' evaluations of a new series of textbooks for first year marketing and management courses. Besides offering a variety of digital media options in content delivery, these textbooks offer a shift from the mainstream to a fresh and innovative approach in terms of format, style and content. Student reactions were summarized under three major themes; magazine format, emotional connection and usage of the text. Findings indicate that a shift away from traditional approaches to a product that meets the unique and different needs of a new generation of students can be attained by relatively simple solutions. First year students' demands for immediate, concise content coupled with integration using a multimedia approach might more fully satisfy the learning needs of the so-called new generation of learners termed Gen Y.

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