Marketing education in Australia : The missing P!

Title: Marketing education in Australia : The missing P!
Creator: Lowe, Julian; Lowe, Ben
Date: 2004
Type: Text; Conference paper
Identifier: http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/65824
Identifier: vital:1440
Abstract: Some marketing educators 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$32 trillion industry (World Bank, 2004)! Yet in Australia, no such courses exist at tertiary level and pricing is often given only cursory treatment in the marketing curriculum. This article highlights the need for greater attention to pricing education and makes recommendations as to why pricing is not incorporated in the curriculum, why it should be present in the curriculum and how it could be incorporated into the curriculum.; E1
Publisher: Wellington, New Zealand : Australian and New Zealand Marketing Academy
Relation: Paper presented at the ANZMAC 2004 Marketing Accountabilities and Responsibilties, Wellington, New Zealand : 29th - 11th, 2004
Rights: Copyright Unknown
Rights: This metadata is freely available under a CCO license
Subject: Pricing; New courses; Education
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