Bridging the academic/practitioner divide in marketing

Abstract

PurposeThe purpose of this paper is to describe the development of a course in data mining as an example of an interdisciplinary mechanism of bridging the academic/practitioner divide in marketing.Design/methodology/approachThe academic/practitioner divide in marketing education is first examined along with current challenges for increasing curricular relevancy. Alternative approaches for pedagogically satisfying marketing academicians and, at the same time, meeting practitioner needs is explored.FindingsDeveloping a course in data mining is presented as a holistic way of providing subject knowledge in relationship marketing, information technology and analytics coupled with experiential learning.Practical implicationsThe course in data mining provides practical skills in information technology, marketing analytics and problem‐solving that provide students with a strong point of differentiation in the job market that has proven attractive to employers.Originality/valueThis paper provides a description of a course in data mining offering that helps students position themselves at the nexus of marketing, information technology, and analytics.

Factors Affecting the Competitive Advantage for the Marketing of Educational Services in Jordanian Universities: Case of Zarqa University

“…Specifically, the author explains why this concept has emerged as a potentially relevant strategy to manage higher educational institutions. The paper raises the main problems surrounding the use of market orientation in higher education, and thereby, suggests an extensive research agenda which is expected to improve the importation of marketing concepts in higher education (Akonkwa, 2009) and (Stanton, 2006). Thus, the Competitive advantage have a vital role in the educations in general and especially in privet education, that why this study focus in private universities.…”