The Future of Marketing Education: A Practitioner's Perspective

Autor/inn/en	Finch, David; Nadeau, John; O'Reilly, Norm
Titel	The Future of Marketing Education: A Practitioner's Perspective
Quelle	In: Journal of Marketing Education, 35 (2013) 1, S.54-67 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475312465091
Schlagwörter	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; Canada + Suchen Sie Ihr Suchwort? Direktvermarktung; Ausland; Effectiveness of teaching; Instructional effectiveness; Lehrerleistung; Unterrichtserfolg; Survey; Umfrage; Befragung; Grundstudium; Fakultät; Investments; Geldanlage; Investiton; Pädagogische Kompetenz; Problemlösen; Kompetenzentwicklung; Qualifikationsentwicklung; Fragebogen; Faktorenanalyse; Messverfahren; Schreibkompetenz; Kanada
Abstract	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.) (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10