Key issues in marketing education: the marketing educators' view.

Gibson-Sweet, Monica, Brennan, Ross, Foy, Anne, Lynch, Jacqueline and Rudolph, Peter (2010) Key issues in marketing education: the marketing educators' view. Marketing intelligence and planning, 28 (7) . pp. 931-943. ISSN 0263-4503 [Article] (doi:10.1108/02634501011086508)


Purpose – The purpose of this paper is to report the views of UK marketing educators about critical issues in teaching and learning of university-level marketing education, and to compare these views with the views of other stakeholder groups.

Design/methodology/approach – An online survey was administered to members of the UK Academy of Marketing; 51 completed, usable questionnaires were returned.

Findings – Respondents believe that teaching international students, plagiarism and providing feedback to students are the three top-priority issues in teaching and learning. Perhaps surprisingly, e-learning and the use of virtual learning environments are considered to be relatively low-priority issues.

Research limitations/implications – The low-response rate is a limitation of the study. The study detected some interesting similarities and differences of opinion between marketing academics and deans of business schools, between pre- and post-1992 universities, and between professors/readers and those in lecturing positions. Notably, the lack of agreement between marketing educators and deans over the importance of relating research to teaching (educators allocate this greater importance) and e-learning (deans allocate this greater importance) suggests areas for careful consideration in the development of teaching and learning policies.

Originality/value – The paper is unique in examining the views of university-level marketing educators about teaching and learning issues. University marketing educators are an important stakeholder in the marketing education process.

Item Type: Article
Research Areas: A. > Business School > Leadership, Work and Organisations
Item ID: 6767
Depositing User: Dr. Ross Brennan
Date Deposited: 15 Dec 2010 10:20
Last Modified: 13 Oct 2016 14:21

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