Fundamentals of Business Marketing Education

A Guide for University-Level Faculty and Policymakers

J David Lichtenthal

• Publisher: Routledge
• Year: 2020
• Print ISBN: 9780789001214
• eBook ISBN: 9781000156850
• Topic: Business
• Subtopic: Business General
• Index: Business

Make the most of your ability to teach business-to-business marketing!

Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers examines the essential issues of teaching business-to-business marketing courses at all four university levels. An international network of educators and practitioners addresses the real concerns you have about developing a curriculum and formulating policy, taking into account the social and economic considerations you face in dealing with practical, methodological, and theoretical business marketing issues. Combining scholarly analysis with practical presentation and style, the book is the comprehensive reference you need to make sure your students have a thorough understanding of the interactive circle that connects instruction, research, and the corporate business world.

Fundamentals of Business Marketing Education presents original papers that address the pedagogic and content issues you face at each level of university instructiondoctoral studies, executive education, graduate, and undergraduate studies. Each section is accompanied by scholarly commentary for added perspective, helping you to form your own style of course implementation. The book also includes a comparative review of business marketing textbooks, examining the nuts and bolts of writing for university-level instructioncontent, style, textbook features, and the street smarts needed to deal with publishers.

Topics addressed in Fundamentals of Business Marketing Education include:

• the status of and prospects for doctoral programs in business-to-business marketing
• making business marketing more prominent in master's programs
• linking content to practice in undergraduate business marketing courses
• the impact of alternative technologies on delivering business-to-business marketing education
• teaching business marketing in the 21st century
• a comparative review of business marketing textbooks
• and much more!

Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers is an essential resource for educators working to confirm the importance of business education and its contribution to society. Anyone who teaches marketingfrom full professor to occasional adjunctwill find this book invaluable for making the most of your ability to teach business-to-business marketing.

PART I:
DOCTORAL PROGRAMS

Doctoral Programs in Business-
to-Business Marketing:
Status and Prospects

Erwin Danneels

Gary L. Lilien

Introduction

Marketing is the study of exchange relationships. PhD programs in marketing are primarily designed to train academics to create knowledge about exchange relationships through research and to disseminate that knowledge to practitioners through teaching.

The financial value of business-to-business transactions in the United States in 1995 was over $6 trillion, over twice that of consumer transactions (Slater 1996), yet the focus of the bulk of research and teaching in marketing focuses on the consumer marketplace. Penn State’s Institute for the Study of Business Markets (ISBM) was founded in 1983 to help direct more academic attention to the problems and research opportunities available in the business marketplace. Since its founding, the ISBM has dedicated programs and resources to stimulate the development of the careers of marketing scholars interested in the business marketplace, including considerable resources devoted to encourage and support PhDs. We undertook this investigation to better understand the status and prospects for PhD education in business markets.

The paper proceeds as follows. In the next section, we present a historical perspective, providing background for an empirical study. Next we describe the survey and provide some descriptive statistics. In the following section we analyze the survey data that suggest some clear weaknesses both in the input (applicants) to the programs and the training that the programs provide. We discuss the implications of these findings for improvements both in the recruiting for PhD programs as well as program contents. Finally, we sum up and suggest the need for ongoing study in this area. We will use the terms business marketing and business-to-business marketing synonymously in this chapter.

The authors thank Anant Balakrishnan, David Lichtenthal, Ken Lusht, and Arvind Rangaswamy for their suggestions, and Annmarie Garganes for assistance with data input.

PhD in Business: A Look Back

A book edited by Byrt (1989) describes the historical development of business schools from a global perspective. In most countries outside the United States, there appears to have been little research or academic development in business prior to the World War II period. Definitions are fuzzy here; business or commerce often began to grow within faculties of economics or law, which had much earlier beginnings. However, with the possible exception of France and its Grands Ecoles, started with the foundation of the Ecole des Hautes Etudes Commerciales (HEC) in 1881, it appears that the oldest and deepest roots of academic business education were in the United States. We will take a U.S.-centric perspective here, noting that our data will have some global implications.

The earliest business schools in the United States were founded around the turn of the century: The Wharton School (1881), the University of Chicago (1898), New York University (1900), and the Harvard Business School (1908). These early developments were followed by the rapid addition of business school programs in public universities during the period shortly after World War I. That proliferation led Leon Marshall (1928) from the University of Chicago to critique the quality of the programs that were developing. He was concerned that rapid growth was not accompanied by academic rigor.

The economic boom following World War II led to an accompanying increase in the demand for business education. That demand created a second surge in the supply of such programs, exacerbating the situation that Marshall noted. Both the academic and business communities became concerned about the problem, with several results.

First the AACSB (American Assembly of Collegiate Schools of Business), although founded in 1926, truly began to exercise influence in the 1950s through its accreditation process. By 1958, eighty-five schools had joined and a number of others were actively seeking the membership and approval that AACSB accreditation afforded.

The AACSB sponsored several studies (Kozelka 1954; Arden House Report 1956), designed to guide the standards for accreditation. These studies highlighted the need for further study and signaled the need for rigorous research within the framework of business schools, paving the way for the foundation reports.

Th...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• About the Editor
• Contributors
• Series Preface
• Introduction. Business-to-Business Marketing Education in the Twenty-First Century
• PART I: DOCTORAL PROGRAMS
• PART II: EXECUTIVE EDUCATION PROGRAMS
• PART III: MASTER’S PROGRAMS
• PART IV: UNDERGRADUATE PROGRAMS
• PART V: ALTERNATIVE TECHNOLOGIES
• PART VI: BUSINESS MARKETING TEXTBOOKS
• PART VII: BOOK REVIEW
• Index