Intersections in Marketing Practice and Marketing Education: Bridging the Gaps

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Author(s): Mary Beth McCabe (National University, USA)
Copyright: 2019
Pages: 26
Source title: Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Source Author(s)/Editor(s): Margarida M. Pinheiro (University of Aveiro, Portugal), Ana Estima (University of Aveiro, Portugal)and Susana Marques (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-6295-5.ch009

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter will describe the value of bridging the gaps between marketing practice and marketing education. The objective is to improve students' academic and practical experience after they complete a marketing degree program. This focus is on how professors can become better educators by targeting what students need to know before they complete academic programs. The chapter provides insights via expert interviews and analysis, using examples of the intersections and the gaps between theoretical marketing principles and practical applications of marketing strategies. The goal is to illustrate best practices and narrow the gaps to maintain relevance in a fast-changing marketing environment.

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