Relating the curriculum to marketing competence: a conceptual framework
Author
Wellman, Neil
Date
2010Type
Article
Publisher
Westburn Publishers Ltd
ISSN
1469-347X (print)
1472-1384 (online)
Metadata
Show full item recordAbstract
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.
Journal/conference proceeding
The Marketing Review
Citation
Wellman, N (2010) 'Relating the curriculum to marketing competence: a conceptual framework', The Marketing Review, 10 (2); 119-134
URI
http://hdl.handle.net/10369/2542http://www.ingentaconnect.com/contentone/westburn/tmr/2010/00000010/00000002/art00003
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