The Current State of Marketing Education: Perceptions of Marketing Academicians and Doctoral Students

The current status and future of marketing education has been discussed widely in the popular and academic literature in recent years. Unfortunately, though many groups have offered their opinions, very few empirical studies have reported the actual perceptions and opinions of marketing academicians and doctoral students. This study reports the results of a survey of marketing academicians and those currently enrolled in a marketing terminal degree program. The findings provide insight into the allocation of faculty work activity, career development, marketing education research, and the relevance of the marketing curriculum to students. The authors conclude with a series of recommendations to enhance the effectiveness of marketing education.