Bridging the Theory and Practice Gap in Marketing Education

Rui Patrício

2022

Abstract

The paper proposes a new marketing course curriculum for bridging the theory and practice gap in marketing education. This new approach aims to develop students' marketing and soft skills like communication, creativity, and collaboration and facilitate their integration into professional life. By applying a project-based learning approach and integrating innovation methods like design thinking, the course curriculum improves students’ engagement and ability to address and solve real and impactful company challenges. The paper also provides a detailed road map of tasks related to the preparation phase and project modules for instructors who consider implementing this new marketing curriculum. Moreover, it identifies areas for further research related to measuring this new course curriculum's impact on the learning process and faculty development.

Paper Citation

in Harvard Style

Patrício R. (2022). Bridging the Theory and Practice Gap in Marketing Education. In Proceedings of the 14th International Conference on Computer Supported Education - Volume 2: CSEDU, ISBN 978-989-758-562-3, pages 498-505. DOI: 10.5220/0011061700003182

in Bibtex Style

@conference{csedu22,
author={Rui Patrício},
title={Bridging the Theory and Practice Gap in Marketing Education},
booktitle={Proceedings of the 14th International Conference on Computer Supported Education - Volume 2: CSEDU,},
year={2022},
pages={498-505},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011061700003182},
isbn={978-989-758-562-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 14th International Conference on Computer Supported Education - Volume 2: CSEDU,
TI - Bridging the Theory and Practice Gap in Marketing Education
SN - 978-989-758-562-3
AU - Patrício R.
PY - 2022
SP - 498
EP - 505
DO - 10.5220/0011061700003182