Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession

Pinheiro, Margarida M. · Estima, Ana · Marques, Susana

Nov 2018 · IGI Global

About this eBook

Marketing has experienced unprecedented changes. Globalization, digital revolution, transparency, and growing pressure concerning the role of business in society are affecting marketing functions. Simultaneously, these changes are forcing both academics and professionals to reinvent and reposition themselves, calling for a deep discussion about what and how universities should teach to face present and future market demands and requirements.

Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession provides emerging perspectives on the role of marketing and marketing education in increasingly complex and demanding social and economic landscapes. Featuring coverage on a broad range of topics such as business schools, marketing curricula, and professional development, this publication is ideally designed for researchers, business students, marketers, managers, academicians, and employers seeking current research on market expectations and students’ future roles within this discipline.

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About the author

Margarida M. Pinheiro is an Assistant Professor at the University of Aveiro. She received a Bachelors in Mathematics, a Masters in Statistics and Probabilities and a PhD in Social Sciences. Her main research interests are in education, namely in learning and teaching methodologies, more specifically in active and PBL methodologies. Her research has been disseminated through a variety of channels, including conferences, international peer reviewed journals and book chapters. She is a researcher in the Research Centre "Didatics and Technology in Education of Trainers" (CIDTFF). She sees the development of methodological strategies increasingly become a more central part of her work.

Ana Estima has received her Ph.D. in Marketing and Strategy from the University of Aveiro, Portugal. She is an Adjunct Professor at the Superior Institute of Accounting and Management - University of Aveiro, teaching undergraduate and postgraduate courses of marketing principles, integrated marketing communications and other marketing themes. She is a member of the research unit on Governance, Competitiveness and Public Policies (GOVCOPP). Research interests: Marketing education, marketing practice, consumer behavior and services marketing.

Susana Marques is Adjunct Professor at the Higher Institute of Accounting and Administration, University of Aveiro, where she has been teaching Services Marketing, Tourism Marketing, Strategic Management and Marketing&Sustainability. She received her Ph.D. in Marketing from the University of Stirling, Scotland, in 2008, and her research work is focused on social change frameworks, the transference of relationship marketing to social marketing multifaceted and complex programmes, especially in terms of organizational implications and redesign of process evaluation frameworks. Further research interests include the reconfiguration of marketing for an intersection of business and social value creation.

[Editor]