Instructor, Student, and Employer Perceptions on Preparing Marketing Students for Changing Business Landscapes

Undergraduate business students tend to focus on the past strategies of firms, with less thought given to anticipating and adjusting to marketplace changes. Although both educators and employers are concerned about this disconnect, little is known about the extent and form of efforts made by instruc...

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Bibliographic Details
Published inJournal of marketing education Vol. 25; no. 1; pp. 46 - 56
Main Authors Ackerman, David S., Gross, Barbara L., Perner, Lars
Format Journal Article
LanguageEnglish
Published Boulder SAGE Publications 01.04.2003
SAGE PUBLICATIONS, INC
Subjects
Business education
Business Education Teachers
Business schools
College Curriculum
College students
Core curriculum
Course Content
Creativity
Critical thinking
Curricula
Definitions
Design
Employers
Futures (of Society)
Graduates
Inferences
Learning
Marketing
Opportunities
Pedagogy
Polls & surveys
Statistical analysis
Students
Studies
Teachers
Teaching
Thinking Skills
United States > US
students
curriculum
marketplace
future
change
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Summary:Undergraduate business students tend to focus on the past strategies of firms, with less thought given to anticipating and adjusting to marketplace changes. Although both educators and employers are concerned about this disconnect, little is known about the extent and form of efforts made by instructors to address it. Interviews with marketing instructors found most incorporating some future orientation into assignments. However, obstacles such as student sloth and time demands on both students and faculty were observed. Survey data collected from instructors, students, and employers found agreement that assignments designed to develop future-oriented thinking and prepare for marketplace change are important.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475302250572