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

The marketing curriculum and educational aims: towards a professional education? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

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

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References (38)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500610665673
Publisher site
See Article on Publisher Site

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.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 2006

Keywords: Marketing; Curricula; Professional education

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