Full Description
Make the most of your ability to teach business-to-business marketing!
Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers examines the essential issues of teaching business-to-business marketing courses at all four university levels. An international network of educators and practitioners addresses the real concerns you have about developing a curriculum and formulating policy, taking into account the social and economic considerations you face in dealing with practical, methodological, and theoretical business marketing issues. Combining scholarly analysis with practical presentation and style, the book is the comprehensive reference you need to make sure your students have a thorough understanding of the interactive circle that connects instruction, research, and the corporate business world.
Fundamentals of Business Marketing Education presents original papers that address the pedagogic and content issues you face at each level of university instructiondoctoral studies, executive education, graduate, and undergraduate studies. Each section is accompanied by scholarly commentary for added perspective, helping you to form your own style of course implementation. The book also includes a comparative review of business marketing textbooks, examining the nuts and bolts of writing for university-level instructioncontent, style, textbook features, and the street smarts needed to deal with publishers.
Topics addressed in Fundamentals of Business Marketing Education include:
the status of and prospects for doctoral programs in business-to-business marketing
making business marketing more prominent in master's programs
linking content to practice in undergraduate business marketing courses
the impact of alternative technologies on delivering business-to-business marketing education
teaching business marketing in the 21st century
a comparative review of business marketing textbooks
and much more!
Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers is an essential resource for educators working to confirm the importance of business education and its contribution to society. Anyone who teaches marketingfrom full professor to occasional adjunctwill find this book invaluable for making the most of your ability to teach business-to-business marketing.
Contents
About the Editor
Contributors
Series Preface
Introduction. Business-to-Business Marketing Education in the Twenty-First Century
The Impetus for This Topic
Purpose and Content
Closing Remarks
PART I: DOCTORAL PROGRAMS
Doctoral Programs in Business-to-Business Marketing: Status and Prospects
Introduction
PhD In Business: A Look Back
Data Collection
Analysis
Program Characteristic Differences
Admission Criteria
Courses and Tracks
Relevance and Preparation for Teaching
Character of Programs with Emphasis in Business-to-Business
Deficiencies in Faculty Applicants in Business-to-Business
Placements
Discussion
For Business Schools
School Recommendation 1: Recruit Actively and Nontraditionally
School Recommendation 2: Internships, Sabbaticals, and Postdocs
School Recommendation 3: Rethink Reward Systems
For Prospective PhDs (and Recent Graduates)
Candidate Recommendation 1: Partner Early and Often
Candidate Recommendation 2: Focus on Real Problems
Candidate Recommendation 3: Consider Industry Employment
Conclusions
Challenges for Business-to-Business Doctoral Programs: A Commentary
Topics Addressed: Doctoral Research, Its Impact, About Applied Research
A Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary
Topics Addressed: Business Marketing Context, Rigor versus Relevance, Academic Reward Systems
PART II: EXECUTIVE EDUCATION PROGRAMS
The Pedagogy of Executive Education in Business Markets
Introduction
Emergence of a Conceptual Structure in Business Marketing Education
Toward a Contextual Emphasis: Executive Education in the 1990s
Pedagogical Methods and Objectives
Traditional Executive Programs
Customized Executive Education
Action Learning
The Role of Technology
Design Principles for Future Executive Education in Business Marketing
The Paradox of Current Knowledge
Metaphors As Discovery Tools
Linking Explicit with Implicit Knowledge
Anomaly Detection
Appendix: Tools for Delivery
Lectures and Case Discussions
The Role of Simulations
Business Marketing Executive Education: A Commentary
Topical Trends in Business Marketing Executive Education
Delivery of Business Marketing Executive Education
Approximating Action Learning in the EMBA Classroom
Executive Education in Business Markets: A Reply to Commentary
Topics Addressed: Conceptual Structure in Business Marketing Education, Pedagogical Methods and Objectives, Action Learning, Role of Technology, Future Education in Business Marketing
PART III: MASTER'S PROGRAMS
Master's-Level Education in Business Marketing: Quo Vadis?
Methodology
Research Procedure
Research Analyses
Results
Discussion
Promoting Growth in Business Marketing Education
Reducing the Shortage of Master's-Level Teaching Materials
Building a Business Marketing Educators' Network
Conclusion
Master's-Level Business Marketing Education: A Commentary
Introduction
Discussion
Suggestions for Future Research
Concluding Thoughts
Making Business Marketing More Prominent in Master's Programs: A Reply to Commentary
Topics Addressed: Expanding the Scope of Business-to-Business Education, Areas for Further Research, Experience in Business Marketing
PART IV: UNDERGRADUATE PROGRAMS
Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum
Place in the Curriculum
Directions in Business Marketing Practice
Strategic Trends in Purchasing
Relationship Marketing
High-Technology Markets
Cross-Functional Connections
Fast-Paced Product Development
Central Themes and Knowledge Areas
Business Market Characteristics
