A Retraining Program of Non-Business Professors: A Case Study for Meeting Excessive Demand for Collegiate Marketing Positions

Abstract

This paper examines a case study of a business school that attempted to meet the growth, challenges, and approaches for staffing some of the available collegiate marketing positions with nonbusiness faculty. It provides an overview discussion of a unique but controversial program that retrains nonbusiness faculty who desire lateral moves to collegiate marketing education. The attitudes, problems, and expectations of retrainers and marketing faculty are highlighted. This innovative and interesting experiment has profound implications for current and future marketing professors. The contents herein will provide a strong catalyst for further discussion and debate on the merits of this approach to staffing marketing positions.