Marketing Education Pedagogy: How can we Educate the Next Generation of Marketers?
Location
Room 101, Thompson Polloway Hall
Access Type
Open Access
Presentation Type
Oral presentation
Entry Number
101
Start Date
4-16-2026 10:00 AM
End Date
4-16-2026 10:15 AM
School
School of professional and Applied Sciences
Department
Education
Keywords
Marketing Education, Pedagogy, Digital Marketing Education, Higher Education, Undergraduate Students
Abstract
Various methodologies and education pedagogy are used to educate and prepare marketing students for careers within the field of marketing. Methods such as project-based assessments, digital marketing simulations, and flipped classrooms help students gain skills to grow into marketing professionals. Undergraduate marketing students must develop both meta-skills (such as communication and critical-thinking abilities) and technical skills (such as industry-specific knowledge related to marketing) through learning experiences, as these are key to entering the workforce upon graduation. Marketing educators play a vital role in career readiness by ensuring students are thoroughly prepared before they enter the workforce.
In order to assess how marketing professors educate their students, current marketing professors were surveyed from institutions accredited by the Accreditation Council for Business Schools and Programs (ACBSP). Survey questions explored the instructional methodology and pedagogy design for courses, skills students acquired from those methodologies, and how instructors engaged with marketing trends and information. It was found that ACBSP marketing professors turned to professional organizations to update their courses as needed and were largely using a combination of lectures with slides and flipped classrooms.
Primary Faculty Mentor(s)
Dr. Holly Gould
Primary Faculty Mentor(s) Department
Department Chair for Curriculum & Instruction, Interdisciplinary Studies, and Instructional Design Technology
Rights Statement
The right to download or print any portion of this material is granted by the copyright owner only for personal or educational use. The author/creator retains all proprietary rights, including copyright ownership. Any editing, other reproduction or other use of this material by any means requires the express written permission of the copyright owner. Except as provided above, or for any other use that is allowed by fair use (Title 17, §107 U.S.C.), you may not reproduce, republish, post, transmit or distribute any material from this web site in any physical or digital form without the permission of the copyright owner of the material.
Marketing Education Pedagogy: How can we Educate the Next Generation of Marketers?
Room 101, Thompson Polloway Hall
Various methodologies and education pedagogy are used to educate and prepare marketing students for careers within the field of marketing. Methods such as project-based assessments, digital marketing simulations, and flipped classrooms help students gain skills to grow into marketing professionals. Undergraduate marketing students must develop both meta-skills (such as communication and critical-thinking abilities) and technical skills (such as industry-specific knowledge related to marketing) through learning experiences, as these are key to entering the workforce upon graduation. Marketing educators play a vital role in career readiness by ensuring students are thoroughly prepared before they enter the workforce.
In order to assess how marketing professors educate their students, current marketing professors were surveyed from institutions accredited by the Accreditation Council for Business Schools and Programs (ACBSP). Survey questions explored the instructional methodology and pedagogy design for courses, skills students acquired from those methodologies, and how instructors engaged with marketing trends and information. It was found that ACBSP marketing professors turned to professional organizations to update their courses as needed and were largely using a combination of lectures with slides and flipped classrooms.