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This article reports results of a study undertaken with 107 of the marketing discipline™s most well-regarded educators. Asked to both reflect on the changes they had made over the past 10 years in their teaching and to identify the challenges that await in the new millennium, these faculty provide an insightful picture of the evolving marketing education landscape. Study results indicate that faculty are working harder to develop discussion-oriented class cultures, making increased use of emerging technologies, and placing a greater emphasis on helping students strengthen their communication and decision-making skills than 10 years ago. Asked to identify challenges they see as the year 2000 approaches, respondents noted that the marketing discipline must increase its relevancy and value to students and their prospective employers. Also, marketing educators need to stay in front of technological change and take a true leadership role in helping students develop business skills necessary for success.
Smart et al. (Wed,) studied this question.