A case for more integrative multi‐disciplinary marketing education

Rhett H. Walker · Dallas J. Hanson · Lindsay Nelson · Cathy Fisher

37 citations0/0 files storedEuropean Journal of Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Management and Marketing Education Marketing and Advertising Strategies Higher Education and Employability

Abstract

Marketing education that develops in students an understanding of core theory and practical principles, but does not encourage students to see connections between the courses that they study, may not sufficiently meet current organisational needs. The present organisational trend in Australia and New Zealand towards agility and flexibility, demands not only that employees be equipped with necessary technical knowledge, but that they must be able to integrate and use that knowledge in a creative and synergistic manner. A possible solution put forward in this paper lies in a more integrated course curriculum and means of assessment, with an emphasis on attitude change and integrative ability rather than a revolutionary alteration of the knowledge base.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 37 citations exist upstream.

References

1990Interdisciplinarity: history, theory, and practice 1988Management education and development : drift or thrust into the 21st century?1992The Emerging Flexible Organization: Perspectives from Silicon Valley 1992Improving Higher Education: Total Quality Care 1995Marketing in the new millennium 1995Enterprising nation : renewing Australia's managers to meet the challenges of the Asia-Pacific century : report of the Industry Task Force on Leadership and Management Skills 1991Beyond Flexibility: Building and Managing the Dynamically Stable Organization 1994Paradigm Shifts in Business Education: Using Active Learning to Deliver Services Marketing Content

Cited by

2015A value-creating framework for enhancing entrepreneurial learning in networks 2009Educational Drama: A tool for promoting marketing education?2006Bridging the academic/practitioner divide in marketing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.