CHI TIẾT NGHIÊN CỨU …

Tiêu đề

Conceptualization vs. Vocationalism: Defining the Role of Marketing Education in a Liberal Arts Context

Tác giả

Rudolph B.L.

Năm xuất bản

1981

Source title

Journal of Marketing Education

Số trích dẫn

DOI

10.1177/027347538100300206

Liên kết

https://www.scopus.com/inward/record.uri?eid=2-s2.0-84875449749&doi=10.1177%2f027347538100300206&partnerID=40&md5=20f0c6411781f9037939df11d83c89f0

Tóm tắt

This paper examines the reasons for the dramatic change in emphasis from a conceptual orientation to vocationalism which has occurred on many campuses during the past few years. The arguments for and against this change and the consequences of the change are examined from a social perspective. An attempt is made to delineate the proper roles for conceptual theory and vocationalism in a marketing program defined in a liberal arts context. © 1981, Sage Publications. All rights reserved.

Từ khóa

Tài liệu tham khảo

Hutchins R.M., The Higher Learning in America, (1936); Kover A.J., Careers and Noncommunication: The Case of Academic and Applied Marketing Research, Journal of Marketing Research, 13, pp. 339-344, (1976); The Case Against College, (1975); Cattle T.J., College Reward and Betrayal, (1977); Dyer R.T., Shrimp T.A., Edward M.M., An Attitudinal Analysis of Marketing Educators and Executives: Suggestions for Curriculum Design, Combined Proceedings, (1975); Enis B.M., Sam V.S., Kenneth L.B., The Marketing Curriculum of the Seventies: Period of the Pendulum or New Plane of Performance, Marketing 1776-1976 and Beyond, (1976); Hardin D.K., Can Marketing and Marketing Education Survive, 1972 Combined Proceedings, (1973)