The marketing curriculum

Harker, Michael John and Paddison, Andrew; Brennan, Ross and Vos, Lynn, eds. (2021) The marketing curriculum. In: Teaching Marketing. Elgar Guides to Teaching . Edward Elgar Publishing, Cheltenham, pp. 75-102. ISBN 9781789907889

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The great bulk of educational research is on pre-university education, with particular focus on primary over secondary education. We must be aware then, that many if not most claims made about the value, structure and purpose of curricula emerge from a body of work in which empirical research is a small minority and that takes as its focus children that are much younger than university students, in situations that are more holistic and integrated, where tuition is provided by professionally trained staff with a teaching focus – all factors which reduce the relevance and applicability of most of this research to the HE sector. The chapter reviews the past present and likely future of marketing curricula, presenting data from a large-scale analysis of current offerings within marketing programmes at UKHEIs.