Insights From An 11-Year Systematic Review Of Teaching And Pedagogy Topics In The Society For Marketing Advances’ Proceedings

Abstract

To better understand the marketing education discipline, this research uses an eleven-year (2013–2023) systematic bibliographic content analysis of teaching and pedagogy paper topics that are part of the Society for Marketing Advances (SMA) Annual Conference Proceedings. Since many marketing educators present works in progress at conferences before submission to a journal, this analytical approach allows researchers to better understand what marketing academics believe are the most relevant topics over the past decade. Using a semi-automated content analysis of each proceeding focusing on marketing pedagogy topics, eight distinct marketing teaching topics were found. These eight topics and potential new, emerging topics are discussed. Implications for the marketing education field and areas for future pedagogy research are discussed.

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