Marketing Education and the Missing P: Evidence from Australia

Lowe, Ben and Lowe, Julian (2009) Marketing Education and the Missing P: Evidence from Australia. Journal of Strategic Management Education, 5 (2). pp. 111-122. ISSN 1649-3877. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Some educators in the field of commerce and management quite rightly justify the worth of their courses on the basis of industry value. For instance, “the entertainment industry is a $500 billion industry and therefore understanding this industry is of considerable importance to marketers”. If industry value is the key driver of course importance then none could be more important than a course in pricing – a US$60 trillion industry based on global income (World Bank, 2008). Yet in Australia, no such courses exist at tertiary level and pricing is often given only cursory treatment in the commerce and management curriculum, somewhat consistent with other countries such as the US (Maxwell 1998; McCaskey and Brady 2007). This article highlights the need for greater attention to pricing education in the commerce and management curriculum and makes recommendations as to why pricing is not incorporated in the curriculum, and how it could be incorporated into the curriculum.

Item Type: Article
Uncontrolled keywords: pricing; curriculum; marketing; strategy; value
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 19 May 2010 14:13
Last Modified: 18 Jul 2014 07:33
Resource URI: (The current URI for this page, for reference purposes)
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