Marketing Academics in Australasia: Who We Are, What We Do, and Where Are We Going?

Abstract

This paper examines Australian and New Zealand (Australasia) marketing educators’ perceptions of the most pressing issues in marketing theory, marketing practice, and academia. An overview of individual and institutional demographics is presented and includes how marketing academics allocate their time amongst a diverse range of work-related activities. It was found that the respondents undertook a broad range of activities (teaching research and administration) and that many felt that a stronger applied focus was warranted. A critical issue was the need to expand collaboration with the business community ensuring marketing education had practical relevance. It also seemed that there are some initial signs that pressures on marketing academics are increasing, as such it may be more important for them to develop career plans that consider the range of activities they need to undertake. Some recommendations for implementing solutions to the problems identified by respondents are also presented.

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