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Theory-Practice Gap: MBA Curricula a...

Allen, Chequeta D.

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Theory-Practice Gap: MBA Curricula as Preparation for Business Practice in Marketing.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Theory-Practice Gap: MBA Curricula as Preparation for Business Practice in Marketing./
Author:	Allen, Chequeta D.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	165 p.
Notes:	Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
Contained By:	Dissertations Abstracts International80-12A.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13807460
ISBN:	9781392170373

Theory-Practice Gap: MBA Curricula as Preparation for Business Practice in Marketing.
Allen, Chequeta D.

Theory-Practice Gap: MBA Curricula as Preparation for Business Practice in Marketing. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 165 p.

Source: Dissertations Abstracts International, Volume: 80-12, Section: A.

Thesis (Ed.D.)--University of Southern California, 2019.

This item must not be sold to any third party vendors.

This evaluative study examined the theory-practice gap between MBA graduate school curricula and business practice in marketing. The findings show that both the practice of marketing and the MBA marketing curricula have been disrupted by pervasiveness of data and information technology requiring changes in how the work is accomplished and how marketing is taught. As specialized technical skills in marketing have become a key component for success and growth in business, marketing practitioners in corporate settings must be aware of emerging industry trends and accomplish their work differently. The study findings demonstrated the speed of technological innovation may be moving faster than higher education's ability to adapt (King, 2015). Furthermore, the study confirmed that the field of faculty stakeholders has adapted on their own (Schlee, 2010), largely due to strong self-schemas and informal communities of practice enabling them to teach data-related marketing skill competencies. Because curricular adaptation to emerging trends is necessary, tougher AACSB Assurance of Learning policy changes and institutional alignments are needed to ensure course content remains relevant. Recommendations are provided that can benefit faculty stakeholders through changes in institutional structures, cultures, models and rewards to enhance instructional design and promote innovation in order to achieve teaching excellence reflective of emerging industry trends in marketing.

ISBN: 9781392170373Subjects--Topical Terms:

536353
Marketing.

Theory-Practice Gap: MBA Curricula as Preparation for Business Practice in Marketing.
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520 $a This evaluative study examined the theory-practice gap between MBA graduate school curricula and business practice in marketing. The findings show that both the practice of marketing and the MBA marketing curricula have been disrupted by pervasiveness of data and information technology requiring changes in how the work is accomplished and how marketing is taught. As specialized technical skills in marketing have become a key component for success and growth in business, marketing practitioners in corporate settings must be aware of emerging industry trends and accomplish their work differently. The study findings demonstrated the speed of technological innovation may be moving faster than higher education's ability to adapt (King, 2015). Furthermore, the study confirmed that the field of faculty stakeholders has adapted on their own (Schlee, 2010), largely due to strong self-schemas and informal communities of practice enabling them to teach data-related marketing skill competencies. Because curricular adaptation to emerging trends is necessary, tougher AACSB Assurance of Learning policy changes and institutional alignments are needed to ensure course content remains relevant. Recommendations are provided that can benefit faculty stakeholders through changes in institutional structures, cultures, models and rewards to enhance instructional design and promote innovation in order to achieve teaching excellence reflective of emerging industry trends in marketing.
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