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Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letzten 40 Jahre
[Marketing Training in Terms of Employability and Digitization: Discussion of Requirements for Marketing Curricula in the Anglo-Saxon Scientific Publications of the Last 40 Years]

Author

Listed:
  • Khabyuk, Olexiy

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Die vorliegende Veröffentlichung dokumentiert eine Diskussion über die Anforderungen an akademische Marketing-Ausbildungsprogramme, die in angelsächsischen Zeitschriften intensiv seit den 1980er Jahren geführt wird. Dabei spielt eine empirische Erhebung und Plausibilisierung von auf dem Markt erhobenen Anforderungen eine wichtige Rolle. Deutlich wird auch die Vielfalt verschiedener Ansätze zur Erhebung solcher Anforderungen (Inhaltsanalyse von Stellenanzeigen, Modulhandbüchern, Befragung von Dozenten, Studierenden, Alumni, Arbeitgebern, Experten etc.). Hier scheint man in Deutschland Nachholbedarf zu haben. Andererseits wird lediglich sporadisch die Frage gestellt, ob Hochschulen sich sklavisch solchen Forderungen des Arbeitsmarktes stellen sollten oder ob sie als aktiver Akteur diesen Prozess beeinflussen sollten. Letzterer Diskussionsstrang ist in Deutschland deutlicher aktiver präsent und sollte in solchen Diskussionen aufgegriffen werden.

Suggested Citation

  • Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:50
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    References listed on IDEAS

    as
    1. Nguyen, Dang, 2018. "The university in a world of digital technologies: Tensions and challenges," Australasian marketing journal, Elsevier, vol. 26(2), pages 79-82.
    2. Holbrook, Morris B., 2018. "A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society," Australasian marketing journal, Elsevier, vol. 26(2), pages 70-78.
    3. Khabyuk, Olexiy, "undated". "Anforderungen an Marketing- und marketingnahe Kommunikationsberufe in der deutschsprachigen Fachliteratur: Eine explorative Literaturanalyse [Requirements for Marketing and Marketing-related Commun," Duesseldorf Working Papers in Applied Management and Economics 48, Duesseldorf University of Applied Sciences.
    4. Uncles, Mark D., 2018. "Directions in higher education: A marketing perspective," Australasian marketing journal, Elsevier, vol. 26(2), pages 187-193.
    5. Gregory Stoner, 2009. "Accounting Students' IT Application Skills over a 10-year Period," Accounting Education, Taylor & Francis Journals, vol. 18(1), pages 7-31.
    Full references (including those not matched with items on IDEAS)

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    1. Khabyuk, Olexiy, "undated". "Anforderungen an Marketing- und marketingnahe Kommunikationsberufe in der deutschsprachigen Fachliteratur: Eine explorative Literaturanalyse [Requirements for Marketing and Marketing-related Commun," Duesseldorf Working Papers in Applied Management and Economics 48, Duesseldorf University of Applied Sciences.

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    More about this item

    Keywords

    Arbeitgeberanforderungen; Berufsfelder; Digitalisierung; Marketingausbildung; Praxisnähe; Marketing education; digitalisation; employer requirements; occupational fields; practical relevance;
    All these keywords.

    JEL classification:

    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics

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