Does the marketing curriculum reflect the importance of services marketing to practitioners?
Hilton, T., Hughes, T. and McDowell, R. (2007) Does the marketing curriculum reflect the importance of services marketing to practitioners? The Marketing Review, 7 (2). pp. 315-335. ISSN 1469-347X
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Publisher's URL: http://dx.doi.org/10.1362/146934707X198876
Given the growth of the service sector and the increased importance of service marketing thinking for practitioners we are interested in learning how far this development is reflected within the marketing curriculum delivered within UK universities. Our qualitative research explores the subject with expert respondents who have an overview of the marketing curriculum within a number of UK universities. Of particular interest is our finding of great variation in the degree to which services marketing is considered sufficiently important to integrate within the core marketing curriculum. Equally worthy of note is the suggestion that the degree to which services marketing thinking is successfully integrated within core marketing curricula will vary greatly depending on who is responsible for curriculum design and delivery. Given the rising importance of service industries we suggest that our students, who will be the marketing practitioners of the future, will benefit from greater integration of services marketing theory within the core marketing curriculum.