University of Hertfordshire

From the same journal

From the same journal

Key issues in marketing education: The marketing educators' view

Research output: Contribution to journalArticlepeer-review

  • M. Gibson-Sweet
  • Ross Brennan
  • Anne Foy
  • Jacqueline Lynch
  • Peter Rudolph
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Original languageEnglish
Pages (from-to)931-943
Number of pages13
JournalMarketing Intelligence and Planning
Publication statusPublished - 1 Oct 2010


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.


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