Marketing: Looking for a Place in the 21st Century

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Author(s): Arnaldo Coelho (University of Coimbra, Portugal)
Copyright: 2019
Pages: 4
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.ch005

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter shows how universities have to change the way they deal with marketing. First, marketing matters to many other actors than their traditional students, so the way marketing is taught has to change as well as the way universities organize their offers. At the same time, marketing may help universities adapt their offers to the specific needs of the society. Universities have to get closer to their communities and help them become more entrepreneurial, more sustainable, and improve the quality of life of their citizens, therefore contributing to a better world.

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