Marketing Intelligence & Planning: Volume 24 Issue 3

The marketing curriculum and educational aims: towards a professional education?

Peter Clarke, David Gray, Andrew Mearman

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…

Situated learning and marketing: Moving beyond the rational technical thought cage

Barry Ardley

A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective was to determine how…

Today's educational drama – planning for tomorrow's marketers

Glenn Pearce, John Jackson

To describe and discuss the use of educational drama in marketing education, including its relative advantages to both learners and trainers.

Bridging the academic/practitioner divide in marketing: An undergraduate course in data mining

Angela D'Auria Stanton

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…

Mind the gap: The relevance of marketing education to marketing practice

Lindsay Stringfellow, Sean Ennis, Ross Brennan, Michael John Harker

The aim of this paper is to review the debate on the purpose, focus and necessity of UK undergraduate marketing education.

Marketers with MBAs: bridging the thinking‐doing divide

Grady Bruce, Gregg Schoenfeld

To investigate the skills and abilities that MBAs who study marketing, those occupying marketing positions, and companies that hire marketers regard as important; the level of…

Narrowing the skills gap for marketers of the future

Scott G. Dacko

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…

Educating practitioners to value new marketing knowledge: A case study in executive education

Teresa M. Pavia

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.

Marketing education: constructing the future

Val Cox