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| Author: | Evans, M. (et al.) |
| Title: | Future marketers: future curriculum: future shock? |
| Journal: | Journal of Marketing Management
2002 : JUL, VOL. 18:5-6, p. 579-596 |
| Index terms: | KNOWLEDGE MANAGEMENT MARKETING EDUCATION MARKETING RESEARCH |
| Language: | eng |
| 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. |
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