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The purpose of this study is to extend the current knowledge of curriculum developments in international business and marketing curricula. Integrating sustainability into business and marketing curricula of the universities are widely debated in previous literature. Sustainability is a global phenomenon; however, curriculum development projects aimed at integrating sustainability education into international business and marketing curricula are scarce. The study investigates the learning gaps in sustainability education among undergraduates enrolled in an International Marketing course to postulate a series of pedagogical practices, leading to effective integration of sustainability education into the curricula.

Two-phased research method consisting of complementary data collection techniques informed the findings of this study. First, an online survey was conducted among 111 undergraduates enrolled in an International Marketing course. The findings of the survey are used in designing the second phase of data collection performed through a content analysis of essays written by 60 undergraduates evaluating sustainable marketing practices of international firms. Informed by the findings gathered through SPSS- and Nvivo-aided data analysis, this study postulates a series of pedagogical practices.

The study argues that curriculum development projects in integrating sustainability into an existing curriculum in universities should be aimed at bridging undergraduates’ learning gaps in sustainability education. The main learning gaps identified in the study reveal that undergraduates find it difficult to view the social function of international business firms from a holistic point of view; critically assess sustainable marketing practices; and articulate futuristic views on sustainable marketing practices. Further, the content analysis revealed three major thematic categories: sustainability from reductionists’ perspective, sustainable marketing practices bring nothing “but good for businesses”, ambivalent about the future success of sustainable marketing practices. Triggered by these learning gaps, thematic categories and the theoretical underpinnings of Rusinko’s (2010) matrix for integrating sustainability education, the study offers a set of practical pedagogical guidelines to incorporate sustainability education into curricula.

The study is limited to exploring undergraduate student perspectives, and it would be worthwhile if educators’ perspectives are explored in future studies. The findings could be further improved by conducting a cross-sectional study across several business disciplines.

Based on the findings of the study, a set of guidelines for developing a pedagogical plan to incorporate sustainable education into curricula is presented.

Educators argue that successful curriculum development projects aiming at integrating sustainability into existing curricula should be aligned with the structure of the existing curricula, and those new pedagogical practices in integrating sustainability into existing curricula should be built on students’ learning gaps in sustainability education. To this end, this study examined undergraduates’ learning gaps in sustainability education and postulated pedagogical practices toward integrating sustainability education into an existing curriculum of international marketing.

Despite rising graduate unemployment in the UK, there are insufficient numbers of graduates employed in small and medium sized-enterprises (SMEs). The literature suggests that a teaching emphasis on large organisational business models in higher education institutions, particularly in the teaching of marketing theory, renders the SME sector unattractive to graduate employment and conversely, it is perceived that graduates lack additional “soft skills” vital for SME development and growth. The purpose of this paper is to provide an analysis of how SMEs define marketing and to compare student perspective on marketing within a SME context. This paper also examines the need to improve the conventional marketing curriculum with additional teaching solutions that consider the reality of UK SME ownership and student employment prospects.

A qualitative research approach was adopted using in-depth interviews amongst ten SME owners and 20 undergraduate marketing students of a UK university.

Findings revealed that the marketing practices used in SMEs were not present in the marketing curriculum in the case university. The employment of marketing graduates was not positively perceived by SME owners and equally, marketing undergraduates did not view SMEs as the career organisation of choice.

The study re-evaluates the HE marketing curriculum and suggests an update of the curriculum in order to move the university-industry-government relationship away from the traditional knowledge transfer perspective.

The chapter explores the growth of marketing in education with a specific focus on schools. It argues that developing a marketing orientation has become a key integral objective of schools and examines the leadership requirements needed to nurture this ambition. Central to this development is the need to focus on the curriculum, a key part of the mission of schools, as an organizing idea for successful and relevant school marketing. Based on the CORD model of educational marketing (Maringe, 2005), the chapter argues that school leaders need to develop a set of marketing competences in four specific areas: market contextualization competences; marketing organizational competences; marketing research competences; and marketing development competences.

Higher education (HE) marketing the world over is in a state of crisis that manifests itself on three fronts. First, there continues to be sizeable resistance towards the marketing idea in the academy of many universities across the world. Second, HE itself has failed to identify its core business without which the sector can not have a firm marketing foundation. Third, HE marketing has not adequately domesticated itself and continues to rely on imported wisdom from the business sector. The purpose of this paper is to explore these problems using evidence from international research and propose a curriculum focused marketing model which should help refocus HE marketing, domesticate it appropriately and reduce the internal resistance with which it is frequently associated.

The paper begins by examining the imperatives for marketisation in HE. It then reviews the extent of the three obstacles using evidence from research in different parts of the world. It concludes by offering a curriculum focused marketing model (CORD) which could serve the basis for future HE marketisation.

Based on wide ranging data from the developed and less developed countries, obtained through national and regional surveys and a review of secondary findings, the paper suggests that a way out of this crisis is for universities to identify their core business as the development of their curricula and to base their marketing on a proposed curriculum centred marketing model.

The CORD model represents an attempt at addressing the crisis that HE marketing faces today.

The purpose of this paper is to identify the key areas of marketing research inefficiencies for marketing education development in Thai colleges and universities so that possibilities of future research development can be encouraged and enhanced. It is a direct reflection of the drivers of marketing in the ASEAN Economic Community (AEC) cross-correlated with issues that affect the development of adult learner curriculums with regard to the level of preparedness of future marketing leaders.

This is a quantitative focus on three different factors, but is not mutually exclusive since some research and reports resulted in multiple responses. Frequency distribution is used with both single and multiple answers.

The data reveals focuses on scholarly excellence from a nationalistic Thai cultural perspective that is devoid of impact to the future Thai social environment.

The limitations are linear showing a unified vision across Thailand’s educational development with little variations in concept and outcome, using only Thai sensibilities as the guidepost for progression.

The benefit garnered from this type of study will be useful for corporate entities looking for trained and prepared marketing leaders of the future in the country of Thailand and throughout the AEC.

The scope is unique with very little likewise research previously conducted, focusing on a more effective model can be seen for Thailand’s future marketing curriculum development.

The marketplace demands a technological skillset among our college graduates, and scholars acknowledge the educational underpinnings (or lack thereof) regarding technology and its place in marketing education. The current research, therefore, aims to explore how academic institutions and programs have responded to coercive, mimetic and normative isomorphic pressures in reshaping the experiences of current marketing students.

To understand this pressure and its implications with regards to the marketing curriculum, this research explores the integration of technology into the marketing classroom via the three forces of institutional isomorphic change: coercive forces, mimetic processes and normative pressures. The current research uses both primary and secondary data to examine how isomorphism is occurring in digital marketing education.

We find that the integration of technology into the classroom comes from the forces of institutional isomorphic change. Although these forces are pressuring business schools to include technology in their marketing curriculum, a widespread adoption of this necessary media is yet to follow.

From a research perspective, this paper portrays the forces that are acting to disrupt teaching and learning in the current global marketplace. Previous research tends to focus on how educators can teach a particular subject area. This paper brings together forces of change as related to educators, students and managers.

Educators and their educational institutions have to continue to learn to teach digital marketing. Students have a role to play in that they have to be agents of change for a stronger and newer marketing curriculum. Finally, managers need to partner with educators and students to create a stronger environment for learning practical tools.

Weber (2013) utilized this theoretical foundation for understanding how such pressures impacted the coverage and offering of courses addressing ethical, social and sustainability issues in graduate marketing curricula. This research within the digital marketing educational arena is the first to attempt to understand technology integration into marketing education.

This study aims to explore the role of marketing in small and medium‐sized enterprises (SMEs) and to consider how amendments can be made to the UK higher education (HE) teaching curriculum to inform marketing teaching and learning around a small business context.

A qualitative, exploratory approach using semi‐structured in‐depth interviews amongst ten owners of SMEs in the East Midlands region of the UK was used.

Marketing in SMEs is centred on customer engagement, networking and word of mouth communication. HE academic institutions should take account of these findings and work towards introducing SME‐specific marketing material in its teaching and learning curricula.

This study uses a small number of SME companies in one region and therefore the generalisability of the findings may be limited. Further research could extend the number of SME companies and to other regions of the UK.

The findings have a bearing on the UK HE marketing curriculum. This study offers insights into how the marketing curriculum in HE needs to be adapted in light of the findings to ensure marketing graduates are equipped to enter SME employment.

Studies aligning how marketing in SMEs is practiced compared to HE teaching curriculum are limited. This research contributes to the body of literature by further exploring the characteristics and marketing activities of SMEs and highlighting the need to align teaching and practice of marketing in UK HE institutions.

This chapter provides an interpretive account of how a large student cohort deals with a major inquiry-based learning (IBL) assessment task in a first-year Marketing Principles subject in undergraduate business studies. It offers a practical example of IBL in action in a discipline that has hitherto received little attention in the IBL literature, namely business, specifically marketing. The chapter positions IBL within the various contemporary pedagogies. The context of Hutchings and O’Rourke’s (2006) study of IBL in action is extended for first-year cohorts, technology-enhanced teaching and the marketing discipline. Further, Hutchings and O’Rourke’s four-part method for describing IBL in action is followed: (1) the enabling factors for the students’ work are described; (2) the process for which they decided on the task is discussed; (3) the method of work is considered, namely ongoing collaboration in a wiki and (4) the outcomes produced are discussed. The chapter reflects on the effects of the IBL task on student learning from both students’ and instructors’ points of view. Material from the students’ work and feedback after completion of the IBL task is used to illustrate the process and inform the interpretive account. The main lessons to be learnt for educators are summarised.

Reports the results of a recent survey of curricula of postgraduate diplomas and master's degrees in marketing, and concentrates on the objectives of the course and the detailed content of the syllabi offered. Suggests that in the present context there may quite reasonably be considerable variety in what is considered relevant to postgraduate marketing specialization, depending on objectives sought. Uses data collected by postal questionnaire with 22 course leaders — nine university and 13 public sector — in the spring of 1979, the response rate was 55 per cent. Proceeds to discuss further: survey methods; course objectives; learning experiences; course content; and assessment procedures. Concludes that analysis suggests strong similarity in the approach to marketing taken by different courses, representing consensus to subject boundaries, syllabus content and appropriate methods of assessment.

Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.