Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession

Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession

Margarida M. Pinheiro (University of Aveiro, Portugal), Ana Estima (University of Aveiro, Portugal) and Susana Marques (University of Aveiro, Portugal)
Release Date: November, 2018|Copyright: © 2019 |Pages: 252
ISBN13: 9781522562955|ISBN10: 1522562958|EISBN13: 9781522562962|DOI: 10.4018/978-1-5225-6295-5

Description

Marketing has experienced unprecedented changes. Globalization, digital revolution, transparency, and growing pressure concerning the role of business in society are affecting marketing functions. Simultaneously, these changes are forcing both academics and professionals to reinvent and reposition themselves, calling for a deep discussion about what and how universities should teach to face present and future market demands and requirements.

Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession provides emerging perspectives on the role of marketing and marketing education in increasingly complex and demanding social and economic landscapes. Featuring coverage on a broad range of topics such as business schools, marketing curricula, and professional development, this publication is ideally designed for researchers, business students, marketers, managers, academicians, and employers seeking current research on market expectations and students’ future roles within this discipline.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Business Schools
  • English Education
  • Ethical Marketing
  • Graduate Employability
  • Marketing Curricula
  • Marketing Programs
  • Professional Development
  • Service Learning
  • Social Marketing
  • Student Engagement

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Margarida M. Pinheiro is an Assistant Professor at the University of Aveiro. She received a Bachelors in Mathematics, a Masters in Statistics and Probabilities and a PhD in Social Sciences. Her main research interests are in education, namely in learning and teaching methodologies, more specifically in active and PBL methodologies. Her research has been disseminated through a variety of channels, including conferences, international peer reviewed journals and book chapters. She is a researcher in the Research Centre "Didatics and Technology in Education of Trainers" (CIDTFF). She sees the development of methodological strategies increasingly become a more central part of her work.