Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date



Much has been written and discussed about the challenges of educating members of the Millennial Generation. There is little agreement about which sentiment is more accurate; they are lazy, entitled and spoiled with little incentive to excel academically or they are different than other generations in learning styles and motivation. What does garner agreement is that changes in teaching approaches are warranted if improvement in learning is to be achieved. This paper explores some of these arguments and makes a case for a number of changes to achieve this end.

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Digital Commons@Georgia Southern License

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Marketing Commons