Introduction to Teaching Marketing

Abstract

Marketing as an academic subject and as a professional practice draws upon a wide range of disciplines and professional fields, such as economics, anthropology, sociology, information technology, logistics, business analysis and design. This makes the curriculum design process complex and contested. While it is appropriate for the curriculum to be informed by the opinions of marketing professionals, it is marketing educators who are ultimately responsible for the design of effective curricula and pedagogic approaches. The curriculum must, above all, serve the interests of the students, who must be prepared not only for short-term employment but for lifelong learning and the likelihood of multiple different job roles during their working lives. Consequently, subjects such as ethics, sustainability, critical thinking, social marketing, marketing theory and marketing science are equally valid subjects in the curriculum alongside the conventional technical aspects of consumer marketing.