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dc.contributor.authorWellman, Neil
dc.identifier.citationWellman, N (2010) 'Relating the curriculum to marketing competence: a conceptual framework', The Marketing Review, 10 (2); 119-134en_GB
dc.identifier.issn1469-347X (print)
dc.identifier.issn1472-1384 (online)
dc.description.abstractThe 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.en_GB
dc.publisherWestburn Publishers Ltden_GB
dc.relation.ispartofseriesThe Marketing Review
dc.subjectMarketing gapen_GB
dc.titleRelating the curriculum to marketing competence: a conceptual frameworken_GB
dc.publisher.departmentCardiff School of Managementen_UK

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