1st Edition
Fundamentals of Business Marketing Education A Guide for University-Level Faculty and Policymakers
By J David Lichtenthal
Copyright 2004
318 Pages
by
Routledge
318 Pages
by
Routledge
318 Pages
by
Routledge
Also available as eBook on:
Make the most of your ability to teach business-to-business marketing! Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers examines the essential issues of teaching business-to-business marketing courses at all four university levels. An international network of educators and practitioners addresses the real concerns you have about developing a... Read more
- About the Editor
- Contributors
- Series Preface
- Introduction. Business-to-Business Marketing Education in the Twenty-First Century
- The Impetus for This Topic
- Purpose and Content
- Closing Remarks
- PART I: DOCTORAL PROGRAMS
- Doctoral Programs in Business-to-Business Marketing: Status and Prospects
- Introduction
- PhD In Business: A Look Back
- Data Collection
- Analysis
- Program Characteristic Differences
- Admission Criteria
- Courses and Tracks
- Relevance and Preparation for Teaching
- Character of Programs with Emphasis in Business-to-Business
- Deficiencies in Faculty Applicants in Business-to-Business
- Placements
- Discussion
- For Business Schools
- School Recommendation 1: Recruit Actively and Nontraditionally
- School Recommendation 2: Internships, Sabbaticals, and Postdocs
- School Recommendation 3: Rethink Reward Systems
- For Prospective PhDs (and Recent Graduates)
- Candidate Recommendation 1: Partner Early and Often
- Candidate Recommendation 2: Focus on Real Problems
- Candidate Recommendation 3: Consider Industry Employment
- Conclusions
- Challenges for Business-to-Business Doctoral Programs: A Commentary
- Topics Addressed: Doctoral Research, Its Impact, About Applied Research
- A Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary
- Topics Addressed: Business Marketing Context, Rigor versus Relevance, Academic Reward Systems
- PART II: EXECUTIVE EDUCATION PROGRAMS
- The Pedagogy of Executive Education in Business Markets
- Introduction
- Emergence of a Conceptual Structure in Business Marketing Education
- Toward a Contextual Emphasis: Executive Education in the 1990s
- Pedagogical Methods and Objectives
- Traditional Executive Programs
- Customized Executive Education
- Action Learning
- The Role of Technology
- Design Principles for Future Executive Education in Business Marketing
- The Paradox of Current Knowledge
- Metaphors As Discovery Tools
- Linking Explicit with Implicit Knowledge
- Anomaly Detection
- Appendix: Tools for Delivery
- Lectures and Case Discussions
- The Role of Simulations
- Business Marketing Executive Education: A Commentary
- Topical Trends in Business Marketing Executive Education
- Delivery of Business Marketing Executive Education
- Approximating Action Learning in the EMBA Classroom
- Executive Education in Business Markets: A Reply to Commentary
- Topics Addressed: Conceptual Structure in Business Marketing Education, Pedagogical Methods and Objectives, Action Learning, Role of Technology, Future Education in Business Marketing
- PART III: MASTER’S PROGRAMS
- Master’s-Level Education in Business Marketing: Quo Vadis?
- Methodology
- Research Procedure
- Research Analyses
- Results
- Discussion
- Promoting Growth in Business Marketing Education
- Reducing the Shortage of Master’s-Level Teaching Materials
- Building a Business Marketing Educators’ Network
- Conclusion
- Master’s-Level Business Marketing Education: A Commentary
- Introduction
- Discussion
- Suggestions for Future Research
- Concluding Thoughts
- Making Business Marketing More Prominent in Master’s Programs: A Reply to Commentary
- Topics Addressed: Expanding the Scope of Business-to-Business Education, Areas for Further Research, Experience in Business Marketing
- PART IV: UNDERGRADUATE PROGRAMS
- Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum
- Place in the Curriculum
- Directions in Business Marketing Practice
- Strategic Trends in Purchasing
- Relationship Marketing
- High-Technology Markets
- Cross-Functional Connections
- Fast-Paced Product Development
- Central Themes and Knowledge Areas
- Business Market Characteristics
Biography
J. David Lichtenthal
