The marketing curriculum and educational aims: towards a professional education?

Clarke, Peter and Gray, David and Mearman, Andrew (2006) The marketing curriculum and educational aims: towards a professional education? Marketing Intelligence & Planning, 24 (3). pp. 189-201. ISSN 0263-4503

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Official URL: http://dx.doi.org/10.1108/02634500610665673

Abstract

Abstract: Purpose – The purpose of this conceptual paper is to address the current debate about the role of business and marketing education. Should marketing courses be pragmatic and professional, geared towards practical knowledge of necessary tools and techniques; or should they be academic and intellectual, aimed at creating scholars who happen to be marketers. Should marketers be trained or educated?
Design/methodology/approach – The paper addresses these questions through the well-established distinction between intrinsic and instrumental aims of education.
Findings – It is argued that ethics are good for business; and that an intrinsic education is necessary to produce the marketers who can work in this ethical dimension.
Originality/value – The paper should be of interest to those involved in marketing education and business curricula design.

Item Type:Article
Additional Information:Abstract: Purpose – The purpose of this conceptual paper is to address the current debate about the role of business and marketing education. Should marketing courses be pragmatic and professional, geared towards practical knowledge of necessary tools and techniques; or should they be academic and intellectual, aimed at creating scholars who happen to be marketers. Should marketers be trained or educated? Design/methodology/approach – The paper addresses these questions through the well-established distinction between intrinsic and instrumental aims of education. Findings – It is argued that ethics are good for business; and that an intrinsic education is necessary to produce the marketers who can work in this ethical dimension. Originality/value – The paper should be of interest to those involved in marketing education and business curricula design.
Keywords:Curricula, Marketing, Professional education
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:College of Social Science > Lincoln Business School
ID Code:946
Deposited By: Bev Jones
Deposited On:12 Jul 2007
Last Modified:18 Jul 2011 16:15

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