TY - JOUR
T1 - Key issues in marketing education
T2 - The marketing educators' view
AU - Gibson-Sweet, M.
AU - Brennan, Ross
AU - Foy, Anne
AU - Lynch, Jacqueline
AU - Rudolph, Peter
N1 - Copyright 2010 Elsevier B.V., All rights reserved.
PY - 2010/10/1
Y1 - 2010/10/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=78049521796&partnerID=8YFLogxK
U2 - 10.1108/02634501011086508
DO - 10.1108/02634501011086508
M3 - Article
AN - SCOPUS:78049521796
SN - 0263-4503
VL - 28
SP - 931
EP - 943
JO - Marketing Intelligence and Planning
JF - Marketing Intelligence and Planning
IS - 7
ER -