Instructor, Student, and Employer Perceptions on Preparing Marketing Students for Changing Business Landscapes

Undergraduate business students tend to focus on the past strategies of firms, with less thought given to anticipating and adjusting to marketplace changes. Although both educators and employers are concerned about this disconnect, little is known about the extent and form of efforts made by instructors to address it. Interviews with marketing instructors found most incorporating some future orientation into assignments. However, obstacles such as student sloth and time demands on both students and faculty were observed. Survey data collected from instructors, students, and employers found agreement that assignments designed to develop future-oriented thinking and prepare for marketplace change are important.