Title: The marketing curriculum and educational aims: towards a professional education?
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.
Publication Year: 2006
Publication Date: 2006-04-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 34
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot