Undergraduate marketing education in the UK

Harker, Michael and Vos, Lynn (2014) Undergraduate marketing education in the UK. In: 47th Academy of Marketing Conference, 2014-07-07 - 2014-07-10, Bournemouth University.

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This paper summarises and reflects upon a project which was supported by a small grant from the Academy of Marketing Teaching Research and Development award scheme in 2012/2013. The project collected and mixed together publicly available data on marketing education currently provided by HEIs with more detailed and specific information received directly from individual institutions. It did this in order to provide a clear strategic overview of HE marketing and related subject programmes in the UK – numbers, structure, coverage, curriculum design, aims and objectives. 108 UK HEIs were surveyed. As a result of this, a database on current provision has been created to be shared with colleagues and a number of more specific projects are underway that it is hoped will fully exploit the data to the benefit of the Academy.