ERIC Number: EJ997475
Record Type: Journal
Publication Date: 2013-Apr
Pages: 14
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: N/A
The Future of Marketing Education: A Practitioner's Perspective
Finch, David; Nadeau, John; O'Reilly, Norm
Journal of Marketing Education, v35 n1 p54-67 Apr 2013
Drawing on the marketing literature, as well as the views of both marketing educators and current marketers in Canada, a survey was conducted of marketing practitioners to determine their top priorities for improvement in marketing education, as well as the key challenges in need of attention. An importance-performance analysis was carried out on these data. Findings indicate that the top current priority for practitioners is knowledge related to areas associated with measuring return-on-investment and strategic marketing. Results also support that meta-skills are perceived as high priorities for improvement, including the ability to creatively identify, formulate, and solve problems; the ability to write in a business environment; and the ability to set priorities. Some of the areas identified as lower priority in this study included design-related skills, production, and merchandising. Suggestions for changes to marketing education, future research, and considerations for practitioners are provided. (Contains 11 tables, 1 figure and 1 note.)
Descriptors: Business Administration Education, Merchandising, Foreign Countries, Teacher Effectiveness, Surveys, Undergraduate Students, Undergraduate Study, College Faculty, Investment, Pedagogical Content Knowledge, Problem Solving, Skill Development, Questionnaires, Factor Analysis, Measurement, Writing Ability
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A