ERIC Number: EJ1234226
Record Type: Journal
Publication Date: 2019
Pages: 7
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0883-2323
EISSN: N/A
Is Obsession with Data and Analytics Making Future Marketers Analytical Researchers? A Conceptual Customer Relationship Marketing Model for Customized Marketing Education
Kaur, Gunjeet
Journal of Education for Business, v94 n8 p569-575 2019
The author proposes a customer relationship marketing-enabled student-attracting product redesign conceptual model for education for business by focusing on customization in business degrees through mirror mapping the interests and career focus of marketing degree students and skills demand of the industry as different from a business degree in analytics. An implementation of the model would make customer acquisition, retention, and relationship processes much more efficient and effective. The author proposes a new way of granting business degrees through "customized personalization" rather than "mass customization" for career focused rather than "get educated, get-job"-focused students. The suggested model has significant implications for institutions' strategy formulators, customer relationship marketing heads, and policymakers.
Descriptors: Marketing, Business Administration Education, Models, Student Interests, Occupational Aspiration, Job Skills, Masters Programs, Individualized Instruction
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A