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Journal cover: Marketing Intelligence & Planning

Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

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The marketing curriculum and educational aims: towards a professional education?

Document Information:
Title:The marketing curriculum and educational aims: towards a professional education?
Author(s):Peter Clarke, (University of Lincoln, Lincoln, UK), David Gray, (University of Lincoln, Lincoln, UK), Andrew Mearman, (University of the West of England, Bristol, UK)
Citation:Peter Clarke, David Gray, Andrew Mearman, (2006) "The marketing curriculum and educational aims: towards a professional education?", Marketing Intelligence & Planning, Vol. 24 Iss: 3, pp.189 - 201
Keywords:Curricula, Marketing, Professional education
Article type:Conceptual paper
DOI:10.1108/02634500610665673 (Permanent URL)
Publisher:Emerald Group Publishing Limited

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.

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