Undergraduate marketing education in the UK

Michael Harker, Lynn Vos

Research output: Contribution to conferencePaper

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Abstract

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.
Original languageEnglish
Number of pages6
Publication statusPublished - 8 Jul 2014
Event47th Academy of Marketing Conference - Bournemouth University, Bournemouth, United Kingdom
Duration: 7 Jul 201410 Jul 2014

Conference

Conference47th Academy of Marketing Conference
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14

Keywords

  • undergraduate
  • marketing
  • marketing education
  • uk
  • united kingdom
  • HEIs
  • curriculum design
  • aims and objectives
  • academy of marketing teaching Research and development award
  • course structure

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