Marketers with MBAs: bridging the thinking‐doing divide

Abstract

Purpose

To investigate the skills and abilities that MBAs who study marketing, those occupying marketing positions, and companies that hire marketers regard as important; the level of competency required to perform on the job; and areas that need improvement, whether through on‐the‐job training, continuing education, or changes in MBA curricula.

Design/methodology/approach

Large‐scale international longitudinal and cross‐sectional surveys used to assess skill development, skill requirements, and the need for additional education provides the foundation of this paper. The data are obtained from three surveys conducted by the Graduate Management Admission Council: Global MBA Graduate Survey, MBA Alumni Perspectives Survey, and Corporate Recruiters Survey.

Findings

Understanding the perspectives of different constituencies provides an in‐depth and comprehensive view of the skills and abilities needed by those who work in marketing. Without the assistance of a crystal ball to peer into the future, an empirical investigation is required into the relationship between skill development in the classroom, practical use of skills in the field, and the requirements of hiring companies for graduates. The paper identifies a thinking‐doing divide, discusses why it exists, and suggests how it may be corrected.

Research limitations/implications

The research, although consisting of large international samples, is limited to students and alumni of graduate business schools and companies that hire MBAs. Even though the scope of the samples is limited to more advanced practitioners, the information is useful to faculty, students, and companies at all levels to assist in developing marketers of the future.

Originality/value

This paper presents data from three viewpoints that taken together yield a comprehensive picture of graduate education for marketers as it exists today, and clearly suggests directions for graduate education of future marketers.

Citation

Bruce, G. and Schoenfeld, G. (2006), "Marketers with MBAs: bridging the thinking‐doing divide", Marketing Intelligence & Planning, Vol. 24 No. 3, pp. 257-282. https://doi.org/10.1108/02634500610665727