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?

Loading next page...
 
/lp/emerald-publishing/the-marketing-curriculum-and-educational-aims-towards-a-professional-KfRNBfVGfv
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

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month