The marketing curriculum

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The great bulk of educational research is on pre-university education, with particular focus on primary over secondary education. We must be aware then, that many if not most claims made about the value, structure and purpose of curricula emerge from a body of work in which empirical research is a small minority and that takes as its focus children that are much younger than university students, in situations that are more holistic and integrated, where tuition is provided by professionally trained staff with a teaching focus – all factors which reduce the relevance and applicability of most of this research to the HE sector. The chapter reviews the past present and likely future of marketing curricula, presenting data from a large-scale analysis of current offerings within marketing programmes at UKHEIs.
Original languageEnglish
Title of host publicationTeaching Marketing
EditorsRoss Brennan, Lynn Vos
Place of PublicationCheltenham
Chapter4
Pages75-102
Number of pages28
Publication statusPublished - 1 Nov 2021

Publication series

NameElgar Guides to Teaching
PublisherEdward Elgar Publishing

Keywords

  • marketing curriculum
  • business school teaching
  • teaching pedagogy

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