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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Academicians’ and Practitioners’ Views of Marketing Students’ Required Knowledge and Skills: A Structured Abstract
verfasst von : Laurie A Babin, Tara Burnthorne Lopez, Elizabeth K. LaFleur
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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What specifically should students know and be able to do after completing a degree in marketing? It seems to be a simple question, but there is not simple answer. This research asked academicians and practitioners this very question and to compare how each value specific marketing concepts and skills. Responses revealed several topics of agreement, but also several areas of disagreement regarding the importance of a specific concept or skill.