investigating marketing knowledge and skills the contrastive study between managers, instructors and marketing students
Subject Areas : Educational Scienceamir rahimpour 1 , alireza roohbakhsh 2
1 - assistant professor in islamic azad university bojnord branch
2 - instructor/Mashhad university of applied science and technology
Keywords: education, Knowledge areas in marketing, marketing Skills, Marketing Management,
Abstract :
Abstract This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. The present contrastive study tries to investigate marketing skills areas of knowledge of managers, instructors and marketing students. Also it answers the following questions: what are the marketing skills and areas of knowledge? And what are the attitudes of above mentioned groups regarding these skills and areas of knowledge and whether there is difference between their attitudes? This study is descriptive and 276 including students, instructors and marketing managers were participated. A questionnaire was developed and the results indicated that these was a significant difference between three groups. Data collected by using ANOVA and Tukey's research questions and analyzed. This study extends previous research by incorporating the views of three stakeholder groups about a broad range of knowledge and skills. The findings indicate the essential skills are an ability and willingness to learn about product-markets, to solve marketing problems, to communicate with internal and external stakeholders, and to work in teams, plus the knowledge of a wide range of marketing subject areas needed to set these skills in context. Keywords: Knowledge areas in marketing, marketing Skills, Education, Marketing management
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