Undergraduate business students tend to focus on the past strategies of firms, with less thought given to anticipating and adjusting to marketplace changes. Although both educators and employers are concerned about this disconnect, little is known about the extent and form of efforts made by instructors to address it. Interviews with marketing instructors found most incorporating some future orientation into assignments. However, obstacles such as student sloth and time demands on both students and faculty were observed. Survey data collected from instructors, students, and employers found agreement that assignments designed to develop future-oriented thinking and prepare for marketplace change are important.
Get full access to this article
View all access options for this article.
References
1.
Anderson, Lorin W., and Sid F. Bourke. 2000. Assessing affective characteristics in the schools. 2d ed. Mahwah, NJ: Lawrence Erlbaum.
2.
Aufreiter, Nora, Pierre-Yves Ouillet, and Mary-Kate Scott. 2001. Marketing rules. Harvard Business Review79 (February): 30-31.
3.
Bloom, Benjamin S., Max D. Englehart, Edward J. Furst, Walker H. Hill, and David R. Krathwohl, eds. 1956. Taxonomy of educational objectives: The classification of educational goals. Vol. 1, Handbook 1: Cognitive domain. New York: David McKay.
4.
Celuch, Kevin, and Mark Slama. 2000. Student perceptions of a marketing course taught with the critical thinking approach. Marketing Education Review10 (spring): 57-64.
5.
Chonko, Lawrence B. 1993. Business school education: Some thoughts and recommendations. Marketing Education Review3 (spring): 1-9.
6.
Chonko, Lawrence B., and Marjorie J. Caballero. 1991. Marketing madness, or how marketing departments think they’re in two places at once when they’re not anywhere at all (according to some). Journal of Marketing Education13 (spring): 14-25.
7.
Chonko, Lawrence B., and James A. Roberts. 1996. An innovative Introduction to Business course: Marketing the skills that marketing majors (and others) as business majors will need for success. Marketing Education Review6 (fall): 53-71.
8.
Clabaugh, Maurice G., Jr., Jessie L. Forbes, and Jason P. Clabaugh. 1995. Bloom’s cognitive domain theory: A basis for developing higher levels of critical thinking skills in reconstructing a professional selling course. Journal of Marketing Education17 (fall): 25-34.
9.
Clark, Bruce H., and David B. Montgomery. 1999. Managerial identification of competitors. Journal of Marketing63 (July): 67-83.
10.
Courtney, Hugh, Jane Kirkland, and Patrick Viguerie. 1997. Strategy under uncertainty. Harvard Business Review75 (November/December): 67-79.
11.
Eisenhardt, Kathleen M., and Donald Sull. 2001. Strategy as simple rules. Harvard Business Review79 (January): 107-16.
12.
Friedman, Thomas L. 1999. The Lexus and the olive tree: Understanding globalization. New York: Farrar, Straus and Giroux.
13.
Frontczak, Nancy T., and Craig A. Kelley. 2000. The Editor’s Corner: Special issue on experiential learning in marketing education. Journal of Marketing Education22 (April): 3-4.
14.
Gilbert, Faye W., Penelope J. Prenshaw, and Thomas T. Ivy. 1996. A preliminary assessment of the effectiveness of creativity training in marketing. Journal of Marketing Education18 (fall): 46-56.
15.
Hirschman, Elizabeth C. 1992. The consciousness of addiction: Toward a general theory of compulsive consumption. Journal of Consumer Research19 (September): 155-79.
16.
—. 1994. Consumers and their animal companions. Journal of Consumer Research20 (March): 616-32.
17.
Karavas-Doukas, Evdokia. 1996. Using attitude scales to investigate teachers’ attitudes to the communicative approach. English Language Teaching Journal50 (July): 187-98.
18.
Kim, W. Chan, and Renee Mauborgne. 1999. Creating new market space. Harvard Business Review77 (January/February): 83-93.
19.
Krentler, Kathleen A., David R. Hampton, and Aleza B. Martin. 1994. Building critical thinking skills: Can standardized testing accomplish it? Marketing Education Review4 (spring): 16-21.
20.
Kurfiss, Joanne G. 1988. Critical thinking: Theory, research, practice, and possibilities. ASHE-ERIC Higher Education Report No. 2. Washington, DC: Association for the Study of Higher Education.
21.
McCracken, Grant. 1988. The long interview. Newbury Park, CA: Sage.
22.
Miles, Matthew B., and A. Michael Huberman. 1984. Qualitative data analysis: A sourcebook of new methods. Beverly Hills, CA: Sage.
23.
Montgomery, David B., and Charles B. Weinberg. 1998. Toward strategic intelligence systems. Marketing Management6 (winter): 44-52.
24.
Nicastro, Mary L., and David C. Jones. 1994. Cooperative learning guide for marketing: Teaching tips for marketing instructors. Englewood Cliffs, NJ: Prentice Hall.
25.
Paul, Richard W. 1986. Critical thinking and the critical person. ERIC Document Reproduction Service No. ED273511. Bloomington, IN: ERIC Clearinghouse for Social Studies/Social Science Education.
26.
—. 1995. Critical thinking: How to prepare students for a rapidly changing world. Santa Rosa, CA: Foundation for Critical Thinking.
27.
Porter, Lyman W., and Lawrence E. McKibbin. 1988. Management education and development: Drift or thrust into the 21st century? New York: McGraw-Hill.
28.
Ramocki, Stephen P. 1994. It is time to teach creativity throughout the marketing curriculum. Journal of Marketing Education16 (summer): 15-25.
29.
Rogers, Everett M. 1995. Diffusion of innovations. 4th ed. New York: Free Press.
30.
Roth, Bernard N., and Stewart A. Washburn. 1999. Developing strategy. Journal of Management Consulting10 (May): 50-54.
31.
Schouten, John W. 1991. Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research17 (March): 412-25.
32.
Shuptrine, F. Kelly, and John F. Willenborg. 1998. Job experiences of marketing graduates—Implications for marketing education. Marketing Education Review8 (spring): 1-11.
33.
Smart, Denise T., Craig A. Kelley, and Jeffrey S. Conant. 1999. Marketing education in the year 2000: Changes observed and challenges anticipated. Journal of Marketing Education21 (December): 206-16.
34.
Staying alive, business-to-business e-commerce isn’t dead. It’s just changing. 2001. Wall Street Journal, 21 May, Special Section R: E-Commerce.
35.
Stearns, James M., and Charles T. Crespy. 1995. Learning hierarchies and the marketing curriculum: A proposal for a second course in marketing. Journal of Marketing Education17 (summer): 20-32.
36.
Strauss, Anselm, and Juliet Corbin. 1990. Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, CA: Sage.
37.
Titus, Philip A. 2000. Marketing and the creative problem-solving process. Journal of Marketing Education22 (December): 225-35.
38.
Valentin, E.K. 2001. SWOT analysis from a resource-based view. Journal of Marketing Theory and Practice9 (spring): 54-69.
39.
Van Doren, Doris C., and Darlene Brannigan Smith. 1999. Scenario planning: A new approach to teaching marketing strategy. Journal of Marketing Education21 (August): 146-55.
40.
Werbach, Kevin. 2000. Syndication: The emerging model for business in the Internet era. Harvard Business Review78 (May/June): 85-93.
41.
Wheelock, Dave. 2001. The winds of change. Assessment Journal8 (July/August): 3, 55.
