The Need for Reform in Chinese Marketing Education

Basu, Kunal and Guo, Guo-qing (2007) The Need for Reform in Chinese Marketing Education. Ivey Business Journal, 71 (5).

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Abstract

The authors, who conducted an inquiry in to the state of marketing education in China, found that 75% of the students they interviewed say that what they learn in the classroom is not relevant in the marketplace. This fact underlines the rather poor state of marketing education in the world's second-largest economy. The authors serve up a sound prescription for improving the way marketing is taught, and for making it much easier for western managers to hire local marketers. While our research has shown that the development of marketing is well under way in China, a range of severe road blocks can be anticipated as a result of the country's flawed approach to nurturing marketing talent. Now -- and for the future -- the challenge is to change mindsets from the ad-hoc to the systematic and from the tactical to the strategic, to avoid the overly theoretical and to combine sound practical instincts with state of the art analysis.

Item Type: Article
Keywords: marketing; Business education; Education and state; Business Schools; Quality of Education
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Faculty of Marketing
Date Deposited: 19 Feb 2012 17:12
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1976

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