Originally published as Marketing Intelligence & Planning Volume 24 Number 3, 2006
ISBN: 1 84663 014 2
Guest edited by: Val Cox, University of Lincoln, UK.
How do we ensure that marketing academics create knowledge that is relevant, reaches the appropriate audiences, informs practice and contributes to further development of the profession and discipline of marketing?
Also, what part is, and should be, played by marketing education? What is the knowledge base a marketer might be expected to have? How might students be equipped to develop a career in marketing? What should the balance be between skills and knowledge? How does education differ from training? How might the marketing students of today help to grow the marketing profession and discipline of tomorrow? This Special issue addresses some of these key questions.
Contents:
The marketing curriculum and educational aims: towards a professional education?
The purpose of this conceptual paper is to address the current debate about the role of business and marketing education. Should marketing courses be pragmatic and professional, geared towards practical knowledge of necessary tools and techniques; or should they be academic and intellectual, aimed at creating scholars who happen to be marketers. Should marketers be trained or educated?
Situated learning and marketing: Moving beyond the rational technical thought cage
A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective here was to determine how marketing managers actually do go about making marketing planning decisions and what the consequences of this are for marketing educators.
Today's educational drama – planning for tomorrow's marketers
This paper involves exploratory qualitative research, using sentence completion and reflective diaries. The approach was to probe in an open-ended way what students believed they had learnt and gained from educational drama, and why; how the drama affected them; how they viewed marketing after the drama; and how they compared the educational drama to traditional “chalk and talk” classes.
Bridging the academic/practitioner divide in marketing: An undergraduate course in data mining
The purpose of this paper is to describe the development of a course in data mining as an example of an interdisciplinary mechanism of bridging the academic/practitioner divide in marketing.
Mind the gap: The relevance of marketing education to marketing practice
The aim of this paper is to review the debate on the purpose, focus and necessity of UK undergraduate marketing education. Assumptions in this debate are challenged by the collection and analysis of interview data from practitioners, alongside additional data from UK Higher Education Institutions (HEIs) in respect of their current marketing programmes.
Marketers with MBAs: bridging the thinking-doing divide
This article takes a look at the skills and abilities that MBAs who study marketing, those occupying marketing positions, and companies that hire marketers regard as important; the level of competency required to perform on the job; and areas that need improvement, whether through on-the-job training, continuing education, or changes in MBA curricula.
Narrowing the skills gap for marketers of the future
The purpose of the research is first, to understand, explain, and evaluate the nature and extent of marketing skill development in MBA programmes relative to the needs and desires of practitioners and students, and second, to present findings and recommendations for increasing the effectiveness of skill development in MBA programmes for the benefit of both marketing practitioners and academics.
Educating practitioners to value new marketing knowledge: A case study in executive education
The purpose of this paper is to detail teaching and learning strategies designed to incorporate advances in marketing and continued interest in new marketing knowledge. The current debate concerning the transfer of new marketing knowledge from academics to practitioners is reviewed. Teaching and learning strategies that increase exposure to and interest in new marketing knowledge are described.
About Marketing Intelligence & Planning
Marketing Intelligence & Planning offers in-depth analysis of the intricate relationship between planning and implementation, plus informed opinion and critical analysis from international experts in the field. As marketing techniques and technology increase in sophistication, it is essential that marketing professionals and academics understand how to apply them effectively. As such, Marketing Intelligence & Planning aims to provide the practical implications that will help bridge the gap between academic research and practice. Every article published in Marketing Intelligence & Planning has been subject to a double blind review process to ensure its relevance and quality.
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