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Intersections in Marketing Practice and Marketing Education: Bridging the Gaps

Intersections in Marketing Practice and Marketing Education: Bridging the Gaps

Mary Beth McCabe
Copyright: © 2021 |Pages: 19
ISBN13: 9781799853459|ISBN10: 1799853454|EISBN13: 9781799853466
DOI: 10.4018/978-1-7998-5345-9.ch075
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MLA

McCabe, Mary Beth. "Intersections in Marketing Practice and Marketing Education: Bridging the Gaps." Research Anthology on Business and Technical Education in the Information Era, edited by Information Resources Management Association, IGI Global, 2021, pp. 1351-1369. https://doi.org/10.4018/978-1-7998-5345-9.ch075

APA

McCabe, M. B. (2021). Intersections in Marketing Practice and Marketing Education: Bridging the Gaps. In I. Management Association (Ed.), Research Anthology on Business and Technical Education in the Information Era (pp. 1351-1369). IGI Global. https://doi.org/10.4018/978-1-7998-5345-9.ch075

Chicago

McCabe, Mary Beth. "Intersections in Marketing Practice and Marketing Education: Bridging the Gaps." In Research Anthology on Business and Technical Education in the Information Era, edited by Information Resources Management Association, 1351-1369. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-5345-9.ch075

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Abstract

This chapter will describe the value of bridging the gaps between marketing practice and marketing education. The objective is to improve students' academic and practical experience after they complete a marketing degree program. This focus is on how professors can become better educators by targeting what students need to know before they complete academic programs. The chapter provides insights via expert interviews and analysis, using examples of the intersections and the gaps between theoretical marketing principles and practical applications of marketing strategies. The goal is to illustrate best practices and narrow the gaps to maintain relevance in a fast-changing marketing environment.

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