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Future Marketers: Future Curriculum: Future Shock?

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Abstract:

This paper explores implications for marketing education curricula of developments in marketing practice. Research from a variety of sources is drawn together and suggests that many marketing graduates are not being well equipped for 'the new marketing'. Marketing curricula should be reconsidered with respect to the nature of the learning outcomes, skills and knowledge that are required by graduates. Specifically, a range of marketing research and information issues are raised, together with implications of the new marketing metrics and the nature of marketing's wider role (via alliances and partnerships) in Knowledge Management strategies. This is furthered by the need to revisit the marketing concept itself in terms of its wider social responsibilities.

Keywords: CRM; DATA DRIVEN MARKETING; KNOWLEDGE MANAGEMENT; MARKETING EDUCATION; MARKETING RESEARCH; MARKETING RESEARCH AND INFORMATION; MARKETING'S SOCIAL RESPONSIBILITY; NEW MARKETING; STRATEGIC MARKETING

Document Type: Research Article

DOI: https://doi.org/10.1362/0267257022683677

Publication date: 2002-06-01

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