Departmental Advisory Councils: Bridging the Gap between Marketing Academicians and Marketing Practitioners

Abstract

The growing criticism of business schools by the business community has resulted in attempts by academia to develop a closer working relationship between these two groups. This article addresses the use of advisory councils as vehicles for better articulation between marketing academicians and marketing practitioners. A national survey of business schools reveals a limited but increasing use of marketing advisory councils. The councils received mixed reviews from those schools using them, and there also were some key differences of opinion as to what activities such councils should perform. Marketing departments apparently use a variety of methods other than advisory councils to keep abreast of the changing educational needs of future business managers. The article also provides guidelines for the formation of a council and for the enhancement of successful meetings and participation of the members.