Rethinking the market research curriculum

Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature.

Introduction

Understanding how marketing education should respond to the disruptive influence of new technologies has become a common theme in the literature (e.g., Harrigan & Hulbert, 2011; Smart, Kelley, & Conant, 1999). Discussion has ranged from improvements to teaching practice, such as the integration of social media into the classroom environment (Lowe & Laffey, 2011; Rinaldo, Tapp, & Laverie, 2011) or new digital marketing courses (Wymbs, 2011) to more fundamental questions of the relevance of marketing education in the digital age (Harrigan & Hulbert, 2011). This article considers this problem from an alternate angle by analyzing the role and relevance...

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