A comparison of marketing teaching methods in North American and European universities

Inés Küster (University of Valencia, Valencia, Spain)
Natalia Vila (University of Valencia, Valencia, Spain)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 June 2006



To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options.


E‐mail questionnaires distributed to a sampling frame extracted from the worldwide directory of the Academy of Marketing Science were completed by 93 marketing academics in North America and 42 in Europe: a 26 per cent overall return rate. Data were analysed by χ2, ANOVA and correspondence analysis.


Three teaching‐and‐learning methods are most common in both environments: practical exercises, case studies and lectures. Europeans tend to rely on lectures and other traditional methods, while Americans make more use of technology‐based alternatives. The approach to the subject in Europe favours practical exercises, for their connection to the real world. Practice in North America reflects a cultural predisposition to personalised teaching, by emphasising face‐to‐face small‐group tutorials and one‐to‐one distance learning interaction. Teaching methods popular in the business world are little used across the sample, a somewhat paradoxical finding in a business‐school environment.

Research limitations/implications

The sample is comparatively small, and the European sub‐sample is not further broken down into cultural sub‐groups. Because the research instrument was adapted from one previous Spanish‐language survey, terminology may have influenced the responses.

Practical implications

The findings could be a useful input to planning of teaching and learning strategies, particularly in the international and distance‐learning contexts.


A rare comparative study of marketing education, suggesting fruitful directions for future research.



Küster, I. and Vila, N. (2006), "A comparison of marketing teaching methods in North American and European universities", Marketing Intelligence & Planning, Vol. 24 No. 4, pp. 319-331. https://doi.org/10.1108/02634500610672071

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.