Relating the curriculum to marketing competence: a conceptual framework
Westburn Publishers Ltd
MetadataShow full item record
The purpose of marketing degrees has often been debated. This paper summarises the arguments to conclude that preparation for employment as marketing practitioners must be seen as their primary aim. If this is so, educators must consider two key aspects. Firstly, resolving the "gaps" between theory and praxis, where it is suggested that a "pruning" of the theory syllabus and the creation of a "toolbox" of practical methods and techniques is required. Secondly, consideration of the competences required of early career marketers, where it is felt that educators should consider how we can, in addition to building marketing competences, support the development of a wider range of business, support and personal competences to ensure graduate employability. A model showing how these elements combine and how it can be "reversed-engineered" to inform the curriculum and pedagogy is offered, along with examples of how others have addressed these issues within their teaching.
The Marketing Review
Wellman, N (2010) 'Relating the curriculum to marketing competence: a conceptual framework', The Marketing Review, 10 (2); 119-134
Showing items related by title, author, subject and abstract.
Are marketing degrees fit for purpose? : Re-shaping the undergraduate marketing curriculum to better equip early career marketing practitioners for employment and career progression Wellman, Neil (Cardiff Metropolitan University, 2017)This thesis asks if, as literature and stakeholders suggest, the primary purpose of marketing degrees is to educate the next generation of marketing professionals, are they ‘fit for purpose?’ A wide-ranging literature ...
Influence of marketing strategies towards the customer purchasing decision of high-class meat products in Bulgaria Tashev, Stoyko Stoykov (Cardiff Metropolitan University, 2013)Marketing and its abilities are an essential part for the market success of each company. With its wide variety of tactics i.e. strategies, marketers are able to compete on the market place and to better serve and attract ...
Wellman, Neil (Emerald Group Publishing LimitedCardiff School of Management, 2010)Purpose – The purpose of this paper is to inform the development of vocationally focused marketing curricula by identifying the employability attributes required from new and early career marketing graduates. Design/ ...