Paper info: Educating Business Marketers: A Lack of Common Ground in the Curriculum?
Educating Business Marketers: A Lack of Common Ground in the Curriculum?
Maria Anne Skaates andRoss Brennan
Place of Publication
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The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.
The paper is concerned with the issue of curriculum development in the field of business to businessmarketing. While there is no single right way to teach business marketing, many students,educators and practitioners prefer a curriculum composed of a single, widely accepted body ofknowledge. By analysing textbooks (in French, German, English and Swedish) and course designs(from five countries) it is established that there is no single accepted business marketing curriculum,and that there are implicit controversies in the curriculum. The purpose of the paper is to makeexplicit those implicit controversies, and to promote debate on the transmission of businessmarketing knowledge through the undergraduate and postgraduate curricula.