Noor, Nurhafihz (2025) A cause for academic euphoria: Seven BTS songs that inspire the learning and teaching of services marketing. Journal of Applied Learning and Teaching, 8 (2).

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Abstract

Songs have been used as an effective learning tool in marketing. Despite the popularity of the K-pop group BTS in popular culture and the importance of services marketing in academia and industry, few studies have examined BTS through the lens of learning services marketing. This opinion piece discusses the services marketing lessons that can be inspired by the songs of BTS. A BTS-Services Marketing Playlist compiling seven selected BTS songs is introduced that captures and synthesizes key fundamental as well as contemporary themes in the services marketing literature. The integrated list of topics and consolidated key literature in the playlist can inspire future research directions for researchers who aim to specialize in the services marketing field. Further, the playlist is a useful compilation that can guide content creation and lesson planning for higher education programs in services marketing. This paper is one of the first to connect K-pop songs to services marketing and pedagogy and contributes to the literature on using the arts for the teaching and advancement of services marketing education.

Item ID:	86443
Item Type:	Article (Commentary)
ISSN:	2591-801X
Keywords:	BTS; higher education; K-pop; services marketing; song
Copyright Information:	Copyright: © 2025. Nurhafihz Noor. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
Date Deposited:	06 Aug 2025 00:43
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350611 Service marketing @ 50% 39 EDUCATION > 3901 Curriculum and pedagogy > 390103 Economics, business and management curriculum and pedagogy @ 50%
SEO Codes:	28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 50% 13 CULTURE AND SOCIETY > 1301 Arts > 130102 Music @ 50%
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