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The challenge of teaching consumer insights to non-marketing students as a minor in undergraduate studies: Empathy maps as a didactic resource

Feijoo-Fernandez, Beatriz; López-Martínez, Adela (Marketing Management Association, 12/2020)

Purpose of the Study: This article shares the teaching experience of introducing non-specialist students to the study of consumer behavior through the use of empathy maps as a learning resource in 2017 and 2018 through courses ...