Understanding the History of Marketing Education to Improve Classroom Instruction

This article provides a review of the history of marketing education. Some of the pioneers who developed concepts and pedagogical material used in teaching marketing are identified and some schools of thought are reviewed, namely, the commodity, institutional, and functional schools, as well as mark...

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Bibliographic Details
Published inMarketing education review Vol. 25; no. 2; pp. 159 - 175
Main Authors Ferrell, O. C., Hair, Joe F., Marshall, Greg W., Tamilia, Robert D.
Format Journal Article
LanguageEnglish
Published Routledge 04.05.2015
Subjects
Consumer Science
Course Content
Critical Thinking
Educational History
Information Dissemination
Instructional Improvement
Marketing
Statistical Analysis
Teaching Methods
Textbooks
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Summary:This article provides a review of the history of marketing education. Some of the pioneers who developed concepts and pedagogical material used in teaching marketing are identified and some schools of thought are reviewed, namely, the commodity, institutional, and functional schools, as well as marketing management. During the early part of the 20th century, a number of scholars contributed seminal ideas that laid the foundation of marketing thought. Their published texts influenced what was taught in the classroom. What we teach today reflects what previous thought leaders and textbook authors considered to be important for the dissemination of marketing knowledge to students. Educators need a historical background about the concepts they teach and the textbooks they use. This background will help put what we teach today in perspective. This overview should provide an opportunity to think critically about the challenges that marketing educators face in selecting and presenting content in the classroom.
ISSN:1052-8008
2153-9987
DOI:10.1080/10528008.2015.1038963