A Decade of Scholarship in Marketing Education

Abstract

The teaching environment in business schools has changed dramatically over the last decade. But the last comprehensive review of the scholarship of teaching was conducted more than a decade ago. Where and from whom do the best practices for teaching originate today? To answer this question, the authors examine marketing education scholarship between 2000 and 2009 by assessing individual and institutional productivity in the two primary marketing education journals, Journal of Marketing Education and Marketing Education Review. Past findings that the most productive institutions for marketing education research were concentrated in the South no longer hold. In the last decade, interest in marketing education research is found at a large number of schools with most authors appearing only once in the two primary marketing education journals and most institutions having only one or two appearances. Higher levels of research productivity appear to be related to institutional mission.

Research in Information Systems Education: Scope and Productivity

“…Three papers that assess educational research productivity in their business-related field are Abernethy and Padgett [2], Lo and Wong [13] and Chan and Thapa [5]. Abernethy and Padgett [2] investigated institutional and individual productivity in the Journal of Marketing Education and Marketing Education Review.…”

“…Abernethy and Padgett [2] investigated institutional and individual productivity in the Journal of Marketing Education and Marketing Education Review. The authors concluded that "schools with doctoral education orientation or who place the highest emphasis solely on academic research are unlikely to be among the elite institutions in marketing education research".…”

“…Similar studies in the field of economics education [13], marketing education [2] and financial education [5] are of little help since they simply count all articles published in designated educational journals and do not try to specify the scope of educational research in their field.…”

The Importance of Course Design on Classroom Performance of Marketing Students

“…Many changes have been introduced into marketing education recently (Abernathy and Padgett 2011), and more change may be necessary before marketing programs at colleges and universities are producing the type of graduate who is ready to enter an increasingly competitive workplace (Finch, Nadeau, and O'Reilly 2013;Rosa 2012). In fact, colleges and universities are under significant pressure by stakeholders to provide affordable, sustainable approaches that will prepare students with the skills they need after graduation to achieve success in the workplaces of this new century (Beckem and Watkins 2012).…”

“…Marketing students need more exposure to marketing metrics (e.g., Saber and Foster 2011), sales education and training (e.g., Cummins et al 2013), technology (e.g., Neilson 2009), and multiculturalism (e.g., Rosa 2012). In addition, much of the marketing curriculum had been designed to equip students with strong communication skills, flexibility, decisiveness, professional skills, and professionalism, by providing more active learning elements in the marketing classroom (Glaser-Segura et al 2010;Peltier, Scovotti, and Pointer 2008), especially experiential methods (Abernathy and Padgett 2011).…”