Abstract- The purpose of this paper was to critically examine the scholarship of the marketing discipline and profession in Kenya. The paper empirically analyses secondary literature and scholarly articles related to scholarship in the marketing field. From the results, it is clear that several challenges are facing marketing scholarship in the country. Specifically, the declining number of marketing scholars and lecturers mainly attributed to leaning institutions concentrating on research and neglecting the teaching aspect. The results provided are not exhaustive and therefore there is need for further research preferably primary descriptive study on the subject in order to shed more light.
Index Terms- Scholarship, Practice, Teaching, Research
Implicationof Branding Initiatives in engineering colleges -An empirical studyiosrjce
This document discusses a study on the implications of branding initiatives at engineering colleges in Karnataka, India. It begins with background on the growth of engineering education in India and Karnataka, and the increased competition among colleges. This has led to the need for effective branding to differentiate colleges.
The study examines branding from both the college and student perspectives. Surveys were administered to management at 6 colleges and 100 students to understand how colleges promote their brands and what factors influence student choice. The 7Ps marketing mix framework was used to evaluate various branding components like program, price, place, promotion, physical evidence, people and process.
Preliminary results found that while management saw the value in physical evidence, students placed more importance on
The role of branding in attracting international students - AustraliaAlex S. Jobbagy
This document summarizes a marketing research project on the role of branding in attracting international students to the Australian tertiary education sector. The author conducted an online survey of academic and professional staff from multiple Australian education institutions to understand how branding influences students' decisions. The findings revealed gaps in branding perceptions and effects on international customers. It recommends that institutions develop distinct brands, consider different branding strategies for domestic and international markets, and invest more in promoting the Australian education brand overseas.
The ultimate-consumer-good-education-trend-le kreportYichen Li
The document discusses trends in the Chinese private education market. It notes that education has become the ultimate consumer good in China, with affluent families spending up to $400,000-$600,000 on a child's education. This is driven by competitive pressures to gain admission to top universities, a demand for international education opportunities, and a Chinese preference for premium branded goods. The trends discussed include an intensifying battle between education brands to attract students, the rise of education technology integrating online and offline learning, and growing consolidation in the industry as companies seek greater scale.
China education and training industry report, 2014 2017ResearchInChina
As of the end of 2013, China had boasted a total of 112,300 education & training institutions but few of them could achieve annual revenue of more than RMB1 billion. The companies with higher proceeds consist of New Oriental Education & Technology Group, Inc., Xueda Education, TAL Education Group, etc., and the three’s revenue in 2013 was respectively up to USD1.055 billion (RMB6.437 billion), USD347 million (RMB2.116 billion), and USD287 million (RMB1.764 billion). The overwhelm majority of companies sees their annual revenue of less than RMB1 billion.
Promoting an Institute: An essential obligation for Technical Education Evolu...Prashant Mahajan
Purpose:Technical education in India contributes a major share to the overall education system and plays a
vital role in the social and economic development of the nation. Despite of rapid growth of technical
education in last decade in terms of the no. of institutes and intake capacity in India, institutes failed to
attract enrollments. Last three years saw, increasing gap in between the actual no. of enrollments and intake
capacity; 46% of seats were vacant in Technical Education in India in 2015. The purpose of this paper is to
highlight institute’s role in promoting enrollments in Technical education.
Design methodology: A qualitative research by a survey (through a structured questionnaire) of students
who are presently enrolled (Current-students) and those who have completed their study (Alumni) belonging
to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the
North Maharashtra University, Jalgaon.
Findings: The study found that diversified characteristics of enrollments are related with the promotion mix
of TE institute in selection of technical educational institute. This study investigates the usefulness of school
visits, institution publications, websites, campus visits, word-of-mouth (friends, alumni, school teachers),
advertisements (radio, television, magazines) and events on campus, as a tool of promotion. Social
Networking and Institute’s Website are the new forms of promotion mix in selection TE institute in rural
part of India.
Research limitations: The survey is delimited to the enrollments of technical education belonging to North
Maharashtra University, Jalgaon and located in Khandesh region of India.
Practical implications
60-70% of population belongs to rural part of India. Different promotional strategies of promotion mix can
be used based on geographic and demographic segmentation. This will enhance, making awareness,
fondness regarding Technical Education in the rural part and will act as lubricant in decision making of
selecting their technical educational institute.
Keywords: Enrollments, Segmentation, Promotion Mix, Technical Education.
Industry Based Vocational Higher Education Management Model (IVHEMM) On Engin...AM Publications
Industrial participation in an educational development remains low. This case caused by the absence of clear and detailed provisions of the Government about industrial involvement in the development of vocational higher education. There are several factors that influence the success of a cooperation program in vocational higher education with industry, such as : discrepancy of competency which is produced by higher education with the needs of industry, the lack of industry concern on education, the implementation of quality culture, the application of ICT technology, poor attitude of entrepreneurs, and the work of higher education which do not have commercial value. The research objective is to develop a vocational higher education management model on engineering industry. Preliminary studies conducted at several vocational universities namely Semarang State Polytechnic, ATMI Polytechnic, Bandung Manufacture Polytechnic, Ceper Manufacture Polytechnic and Academy of PIKA. The method of this research apply R & D (Research and Development) with the phases of conducting some preliminary research, developing and testing the product of vocational higher education management model research on engineering industry. Results of the research formulate vocational higher education management model on engineering and guidebooks. The novelty of this study is the importance of improving management performance in vocational higher education. The factors that influence the performance improvement of vocational education management are (1) the level of better industrial relations; (2) the application of quality culture in vocational higher education, (3) strategic technological adaptation to the environment, and (4) the improvement of the quality of education through the implementation of Total Quality Management Education.
Implicationof Branding Initiatives in engineering colleges -An empirical studyiosrjce
This document discusses a study on the implications of branding initiatives at engineering colleges in Karnataka, India. It begins with background on the growth of engineering education in India and Karnataka, and the increased competition among colleges. This has led to the need for effective branding to differentiate colleges.
The study examines branding from both the college and student perspectives. Surveys were administered to management at 6 colleges and 100 students to understand how colleges promote their brands and what factors influence student choice. The 7Ps marketing mix framework was used to evaluate various branding components like program, price, place, promotion, physical evidence, people and process.
Preliminary results found that while management saw the value in physical evidence, students placed more importance on
The role of branding in attracting international students - AustraliaAlex S. Jobbagy
This document summarizes a marketing research project on the role of branding in attracting international students to the Australian tertiary education sector. The author conducted an online survey of academic and professional staff from multiple Australian education institutions to understand how branding influences students' decisions. The findings revealed gaps in branding perceptions and effects on international customers. It recommends that institutions develop distinct brands, consider different branding strategies for domestic and international markets, and invest more in promoting the Australian education brand overseas.
The ultimate-consumer-good-education-trend-le kreportYichen Li
The document discusses trends in the Chinese private education market. It notes that education has become the ultimate consumer good in China, with affluent families spending up to $400,000-$600,000 on a child's education. This is driven by competitive pressures to gain admission to top universities, a demand for international education opportunities, and a Chinese preference for premium branded goods. The trends discussed include an intensifying battle between education brands to attract students, the rise of education technology integrating online and offline learning, and growing consolidation in the industry as companies seek greater scale.
China education and training industry report, 2014 2017ResearchInChina
As of the end of 2013, China had boasted a total of 112,300 education & training institutions but few of them could achieve annual revenue of more than RMB1 billion. The companies with higher proceeds consist of New Oriental Education & Technology Group, Inc., Xueda Education, TAL Education Group, etc., and the three’s revenue in 2013 was respectively up to USD1.055 billion (RMB6.437 billion), USD347 million (RMB2.116 billion), and USD287 million (RMB1.764 billion). The overwhelm majority of companies sees their annual revenue of less than RMB1 billion.
Promoting an Institute: An essential obligation for Technical Education Evolu...Prashant Mahajan
Purpose:Technical education in India contributes a major share to the overall education system and plays a
vital role in the social and economic development of the nation. Despite of rapid growth of technical
education in last decade in terms of the no. of institutes and intake capacity in India, institutes failed to
attract enrollments. Last three years saw, increasing gap in between the actual no. of enrollments and intake
capacity; 46% of seats were vacant in Technical Education in India in 2015. The purpose of this paper is to
highlight institute’s role in promoting enrollments in Technical education.
Design methodology: A qualitative research by a survey (through a structured questionnaire) of students
who are presently enrolled (Current-students) and those who have completed their study (Alumni) belonging
to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the
North Maharashtra University, Jalgaon.
Findings: The study found that diversified characteristics of enrollments are related with the promotion mix
of TE institute in selection of technical educational institute. This study investigates the usefulness of school
visits, institution publications, websites, campus visits, word-of-mouth (friends, alumni, school teachers),
advertisements (radio, television, magazines) and events on campus, as a tool of promotion. Social
Networking and Institute’s Website are the new forms of promotion mix in selection TE institute in rural
part of India.
Research limitations: The survey is delimited to the enrollments of technical education belonging to North
Maharashtra University, Jalgaon and located in Khandesh region of India.
Practical implications
60-70% of population belongs to rural part of India. Different promotional strategies of promotion mix can
be used based on geographic and demographic segmentation. This will enhance, making awareness,
fondness regarding Technical Education in the rural part and will act as lubricant in decision making of
selecting their technical educational institute.
Keywords: Enrollments, Segmentation, Promotion Mix, Technical Education.
Industry Based Vocational Higher Education Management Model (IVHEMM) On Engin...AM Publications
Industrial participation in an educational development remains low. This case caused by the absence of clear and detailed provisions of the Government about industrial involvement in the development of vocational higher education. There are several factors that influence the success of a cooperation program in vocational higher education with industry, such as : discrepancy of competency which is produced by higher education with the needs of industry, the lack of industry concern on education, the implementation of quality culture, the application of ICT technology, poor attitude of entrepreneurs, and the work of higher education which do not have commercial value. The research objective is to develop a vocational higher education management model on engineering industry. Preliminary studies conducted at several vocational universities namely Semarang State Polytechnic, ATMI Polytechnic, Bandung Manufacture Polytechnic, Ceper Manufacture Polytechnic and Academy of PIKA. The method of this research apply R & D (Research and Development) with the phases of conducting some preliminary research, developing and testing the product of vocational higher education management model research on engineering industry. Results of the research formulate vocational higher education management model on engineering and guidebooks. The novelty of this study is the importance of improving management performance in vocational higher education. The factors that influence the performance improvement of vocational education management are (1) the level of better industrial relations; (2) the application of quality culture in vocational higher education, (3) strategic technological adaptation to the environment, and (4) the improvement of the quality of education through the implementation of Total Quality Management Education.
Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Ed...Prashant Mahajan
The document discusses marketing and promotion strategies for technical education institutions in India. It notes that while technical education has grown rapidly, many seats remain vacant each year. The purpose is to highlight a holistic marketing approach using various promotion mix tools to attract more students. It conducted a survey of current and past students in India's Khandesh region to understand how promotion strategies influence students' choices of technical institutions. The study found relationships between student characteristics and the usefulness of promotion methods like school visits, websites, word-of-mouth, and social media in selecting an institution.
Identifying key success factors of business education system implications for...Alexander Decker
This document discusses key factors for the success of business education systems based on perspectives from academics and practitioners. It identifies several factors considered important for business school success, including rankings, student intake, curriculum, and the relevance of research. The document provides details on each of these factors, such as how business schools focus heavily on rankings which pressures them to act more like businesses and follow commercial strategies. It also notes criticism that business education curriculums do not adequately prepare students for the real world with important soft skills. The relevance of business school research is also called into question, as some argue it lacks practical application.
October 2011 - Corporate Distance EducationFGV Brazil
FGV Online Magazine - October 2011
Corporate Distance Education - Converging professional growth and company goals
FGV Online website: http://www.fgv.br/fgvonline
This document summarizes a study exploring the challenges of university branding. It discusses how universities have increasingly adopted commercial branding strategies due to increased competition. However, university branding faces unique challenges due to cultural issues, differing branding concepts and frameworks, and complex brand architectures. Interviews with 55 university managers found that cultural issues within universities, including resistance from academics, pose significant challenges. Defining clear brand identities and positioning is also difficult given the diversity of university offerings. Overall, the findings contribute to understanding the complexities of higher education branding.
The STEM Integrated Marketing and Communications Plan (IMC Plan) describes a new, holistic approach to the institute’s external marketing and communication strategy. The plan serves as a guide to help reshape brand perception, enhance awareness, and increase applications and enrolment. Secondarily, the implementation of this plan will help build internal culture and pride by fostering engagement among all members of the STEM community: students, parents, administration and faculty, trustees and local and international partners.
In keeping with the strategic goals of STEM’s strategic plan and support of the Apajee’s workforce initiatives developed in collaboration with MS, it is essential that the institute builds on its collaborative marketing efforts to encourage more students to get the training necessary to succeed in today’s world.
The scottish university level entrepreneurship education initiative lessons f...Alexander Decker
This document summarizes a study on entrepreneurship education in Scottish universities and the lessons Ghana can learn to address graduate unemployment. The study interviewed academics involved in entrepreneurship education programs at four Scottish universities. While the goal of these programs was to increase business start-ups, the academics felt entrepreneurship education alone could not significantly lead to more start-ups. However, they thought the programs could equip students with employability skills. The main lesson for Ghana is that while entrepreneurship education may not directly solve unemployment, it can provide skills needed by employers, making graduates more employable and reducing unemployment.
Uday salunkhe pedagogical changes and challengesudaysalunkhe
This article gives an in depth analysis on the Pedagogical Changes And Challenges For The Future Growth Of Decision Sciences. It has been co- authored by Dr. Uday Salunkhe, Director of the prestigious Welingkar Institute of Management and Research.
- BrandU will offer personal branding and content creation services to students to help with job searches, graduate school applications, and scholarships. It will provide resumes, cover letters, LinkedIn profiles, online portfolios, and help with admissions essays.
- BrandU will initially target high-achieving undergraduate students at Western University and aims to serve 270 clients in the first year. It hopes to later expand to other Ontario universities.
- A survey found that many students lack confidence in their resumes and do not feel their current materials will help them achieve career goals, indicating a need for BrandU's services. It also found demand across all student ages and faculties.
Preparing pharma students for profession finalRajjiv Saigal
The document discusses the opportunities in the growing Indian pharmaceutical industry and the need to transform pharmaceutical education to meet industry needs. It notes that the Indian pharma market is expected to be among the top 10 globally by 2020 due to factors like disease burden, economic growth, and improved healthcare. It also discusses opportunities for growth through exports, partnerships, and addressing changing patient demographics. However, it argues that pharma education needs to focus more on imparting practical skills and ensuring students are job-ready rather than just seeking degrees. It recommends strengthening industry involvement, offering work placements, entrepreneurship training, and developing skills like communication, problem-solving, and languages.
Critical analysis of competitive strategies on performance andOddillia Nabwire
This document summarizes a study on the competitive strategies adopted by Middle Level Colleges in Mombasa County, Kenya. It provides background on the competitive environment facing these colleges and discusses Porter's model of generic competitive strategies of differentiation, cost leadership, and focus. The study aimed to identify the strategies used by the colleges, determine if they enhance performance and market positioning, and identify challenges to implementation. It describes the research methodology used, which was a descriptive design studying 20 colleges selected through convenience sampling. The findings provided insight into the strategies adopted and issues facing the colleges.
Industry school interface following professional education model to impart pr...Alexander Decker
This document discusses the need for greater collaboration between business schools and industry to make business education more practical. It proposes a model called Pragmatic Business Edification (PBE) where business schools and industry would formally partner together. Key aspects of the PBE model include industry helping to determine curriculum and providing expertise to ensure graduates learn needed skills. The roles of both business schools and industry in the partnership are discussed, with business schools continuing to manage education but consulting industry on requirements. Formal research collaboration is also suggested to mutually benefit schools and industry. Overall, the document argues a school-industry partnership could help address criticism of business education being too theoretical and not aligned with business needs.
Simulations as a methodology for increasing the effectiveness of Self Paced L...KNOLSKAPE
- Technology-led learning such as e-learning and blended learning is becoming more popular driven by the current generation of learners and tight budgets. Companies are focusing training budgets on job-specific and compliance training.
- In Europe, classroom training is still most common but e-learning and blended learning are growing in popularity, especially in the UK and Spain. Employees prefer e-learning and blended learning over classroom learning.
- To be effective, e-learning needs elements like realistic work scenarios, self-assessment, and tutor support. Companies also need to better measure the impact and ROI of training to justify budgets.
This document summarizes a research study that compared the desired employability skills of business graduates in Syria from the perspectives of higher education policymakers and private sector employers. The study conducted interviews with 12 policymakers and business managers. The findings revealed that while policymakers focused more on societal, public, and thinking skills, employers focused more on individual, private, and practical skills. The study developed a comparative tool that identifies four types of business graduates - leader, collective, technical, and trainee - based on the differing employability skill perspectives. The tool is intended to help policymakers and the private sector better plan for graduate allocation. The study provides recommendations for stakeholders in the higher education sector in Syria.
The document discusses several external factors that influence students' decisions on where to attend post-secondary education, including competitive, economic, and socio-cultural factors. It analyzes the competitive environment of business schools in Alberta and notes the University of Calgary's Haskayne School of Business has around 2,000 students, competing with larger schools that can accommodate more students. High tuition costs and the economic environment are also discussed, with the recession potentially leading students to more affordable options. Changing demographics and cultural diversity are examined as socio-cultural trends that could impact enrollment.
The document outlines the objectives and methodology of a global employer branding survey conducted by Employer Brand International between October 2013 and February 2014. The key objectives of the survey were to understand employer branding strategies and trends worldwide, regional differences, and identify trends between 2009-2014. Over 1,100 responses were received from 18 countries.
The summary provides highlights from the survey results. It found that employer branding is no longer solely managed by HR, with teams from HR, marketing and communications now leading strategies. Most companies plan to maintain or increase investment in employer branding. While it remains a priority, many organizations still lack a clearly defined employer branding strategy. The use of social media has greatly increased as the main channel to promote employer brands.
Efficiency of higher learning institutions evidences from public universities...Alexander Decker
This document evaluates the efficiency of public universities in Tanzania in their use of human resources to produce outputs. It uses data envelopment analysis to estimate efficiency scores for 7 public universities. The findings show universities are on average efficient in producing graduates but inefficient in generating internal revenue. The study recommends universities improve revenue generation to reduce dependence on government funds and increase investments to boost quality.
This document summarizes a research study that examined the impact of work-integrated learning (WIL) participation on employment outcomes for accounting students near graduation. The study surveyed 337 students from two universities in Melbourne, Australia. Logistic regression and other statistical analyses were used to analyze the relationship between WIL participation, self-efficacy factors, demographic characteristics and securing employment. The results confirmed the significant impact of WIL participation on employment outcomes for accounting students. Specifically, students who completed WIL programs were more likely to secure employment by graduation compared to students without WIL experience.
This document provides an external analysis of the clothing retailer Zara. It begins with an introduction to external analysis and discusses key external forces including economic, social, technological, political, and competitive factors. It then outlines Porter's five forces model for competitive analysis. The document analyzes Zara's external environment, specifically addressing economic, social, technological, political and competitive factors. It applies Porter's five forces model to Zara's industry. The document concludes that understanding external factors is important for strategic management and formulating effective strategies.
Extended GAPs Model to Assess the Quality of Education for Higher Educational...Md. Moulude Hossain
In the globalized world of the current century, higher education is becoming more and more competitive and the leading universities must promote their own institutions not only locally but internationally as well. Higher education is one of the most significant parts of the education system of a country. The main objective of higher education is to develop the new knowledge, explore research works on different social and development issues, anticipate the needs of the economy and prepare highly skilled workers. In these contexts, higher education should be standard, welfare and sustainable development oriented. The report intends to analyze the marketing strategies deployed by higher educational institutions in Bangladesh. The main objective of this study is to explore the quality of higher education of higher educational institutions in Bangladesh. Nonetheless, the paper emphasizes on the students perception and expectations about the present education system of public and private universities, existing problems and challenges faced by the higher education institutions.
11.keeping products of higher educational institutions (he is) of relevance t...Alexander Decker
This document proposes a model for how higher educational institutions can increase the value of their students/graduates over time through continuous engagement and continuous professional development programs. The model depicts students/graduates going through different stages - from introduction to growth to maturity to potential decline if they do not continue learning. It suggests higher educational institutions should monitor industry changes, collaborate closely with industry, and use alumni networks to provide relevant continuous professional development programs that help graduates adapt to industry changes over time and avoid skills decline. This ensures graduates remain valuable to industry and higher educational institutions can enhance their relationships with students and alumni.
11.keeping products of higher educational institutions (he is) of relevance t...Alexander Decker
This document proposes a model for how higher educational institutions can increase the value of their students/graduates over time through continuous engagement and continuous professional development programs. The model depicts students/graduates going through different stages - from introduction to growth to maturity to potential decline if they do not continue learning. It suggests higher educational institutions should monitor industry changes, collaborate closely with industry, and use alumni networks to provide relevant continuous professional development programs that help graduates adapt to industry needs over time and avoid skills decline. This ensures graduates remain valuable to industry and higher educational institutions can enhance their relationships with students and alumni.
Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Ed...Prashant Mahajan
The document discusses marketing and promotion strategies for technical education institutions in India. It notes that while technical education has grown rapidly, many seats remain vacant each year. The purpose is to highlight a holistic marketing approach using various promotion mix tools to attract more students. It conducted a survey of current and past students in India's Khandesh region to understand how promotion strategies influence students' choices of technical institutions. The study found relationships between student characteristics and the usefulness of promotion methods like school visits, websites, word-of-mouth, and social media in selecting an institution.
Identifying key success factors of business education system implications for...Alexander Decker
This document discusses key factors for the success of business education systems based on perspectives from academics and practitioners. It identifies several factors considered important for business school success, including rankings, student intake, curriculum, and the relevance of research. The document provides details on each of these factors, such as how business schools focus heavily on rankings which pressures them to act more like businesses and follow commercial strategies. It also notes criticism that business education curriculums do not adequately prepare students for the real world with important soft skills. The relevance of business school research is also called into question, as some argue it lacks practical application.
October 2011 - Corporate Distance EducationFGV Brazil
FGV Online Magazine - October 2011
Corporate Distance Education - Converging professional growth and company goals
FGV Online website: http://www.fgv.br/fgvonline
This document summarizes a study exploring the challenges of university branding. It discusses how universities have increasingly adopted commercial branding strategies due to increased competition. However, university branding faces unique challenges due to cultural issues, differing branding concepts and frameworks, and complex brand architectures. Interviews with 55 university managers found that cultural issues within universities, including resistance from academics, pose significant challenges. Defining clear brand identities and positioning is also difficult given the diversity of university offerings. Overall, the findings contribute to understanding the complexities of higher education branding.
The STEM Integrated Marketing and Communications Plan (IMC Plan) describes a new, holistic approach to the institute’s external marketing and communication strategy. The plan serves as a guide to help reshape brand perception, enhance awareness, and increase applications and enrolment. Secondarily, the implementation of this plan will help build internal culture and pride by fostering engagement among all members of the STEM community: students, parents, administration and faculty, trustees and local and international partners.
In keeping with the strategic goals of STEM’s strategic plan and support of the Apajee’s workforce initiatives developed in collaboration with MS, it is essential that the institute builds on its collaborative marketing efforts to encourage more students to get the training necessary to succeed in today’s world.
The scottish university level entrepreneurship education initiative lessons f...Alexander Decker
This document summarizes a study on entrepreneurship education in Scottish universities and the lessons Ghana can learn to address graduate unemployment. The study interviewed academics involved in entrepreneurship education programs at four Scottish universities. While the goal of these programs was to increase business start-ups, the academics felt entrepreneurship education alone could not significantly lead to more start-ups. However, they thought the programs could equip students with employability skills. The main lesson for Ghana is that while entrepreneurship education may not directly solve unemployment, it can provide skills needed by employers, making graduates more employable and reducing unemployment.
Uday salunkhe pedagogical changes and challengesudaysalunkhe
This article gives an in depth analysis on the Pedagogical Changes And Challenges For The Future Growth Of Decision Sciences. It has been co- authored by Dr. Uday Salunkhe, Director of the prestigious Welingkar Institute of Management and Research.
- BrandU will offer personal branding and content creation services to students to help with job searches, graduate school applications, and scholarships. It will provide resumes, cover letters, LinkedIn profiles, online portfolios, and help with admissions essays.
- BrandU will initially target high-achieving undergraduate students at Western University and aims to serve 270 clients in the first year. It hopes to later expand to other Ontario universities.
- A survey found that many students lack confidence in their resumes and do not feel their current materials will help them achieve career goals, indicating a need for BrandU's services. It also found demand across all student ages and faculties.
Preparing pharma students for profession finalRajjiv Saigal
The document discusses the opportunities in the growing Indian pharmaceutical industry and the need to transform pharmaceutical education to meet industry needs. It notes that the Indian pharma market is expected to be among the top 10 globally by 2020 due to factors like disease burden, economic growth, and improved healthcare. It also discusses opportunities for growth through exports, partnerships, and addressing changing patient demographics. However, it argues that pharma education needs to focus more on imparting practical skills and ensuring students are job-ready rather than just seeking degrees. It recommends strengthening industry involvement, offering work placements, entrepreneurship training, and developing skills like communication, problem-solving, and languages.
Critical analysis of competitive strategies on performance andOddillia Nabwire
This document summarizes a study on the competitive strategies adopted by Middle Level Colleges in Mombasa County, Kenya. It provides background on the competitive environment facing these colleges and discusses Porter's model of generic competitive strategies of differentiation, cost leadership, and focus. The study aimed to identify the strategies used by the colleges, determine if they enhance performance and market positioning, and identify challenges to implementation. It describes the research methodology used, which was a descriptive design studying 20 colleges selected through convenience sampling. The findings provided insight into the strategies adopted and issues facing the colleges.
Industry school interface following professional education model to impart pr...Alexander Decker
This document discusses the need for greater collaboration between business schools and industry to make business education more practical. It proposes a model called Pragmatic Business Edification (PBE) where business schools and industry would formally partner together. Key aspects of the PBE model include industry helping to determine curriculum and providing expertise to ensure graduates learn needed skills. The roles of both business schools and industry in the partnership are discussed, with business schools continuing to manage education but consulting industry on requirements. Formal research collaboration is also suggested to mutually benefit schools and industry. Overall, the document argues a school-industry partnership could help address criticism of business education being too theoretical and not aligned with business needs.
Simulations as a methodology for increasing the effectiveness of Self Paced L...KNOLSKAPE
- Technology-led learning such as e-learning and blended learning is becoming more popular driven by the current generation of learners and tight budgets. Companies are focusing training budgets on job-specific and compliance training.
- In Europe, classroom training is still most common but e-learning and blended learning are growing in popularity, especially in the UK and Spain. Employees prefer e-learning and blended learning over classroom learning.
- To be effective, e-learning needs elements like realistic work scenarios, self-assessment, and tutor support. Companies also need to better measure the impact and ROI of training to justify budgets.
This document summarizes a research study that compared the desired employability skills of business graduates in Syria from the perspectives of higher education policymakers and private sector employers. The study conducted interviews with 12 policymakers and business managers. The findings revealed that while policymakers focused more on societal, public, and thinking skills, employers focused more on individual, private, and practical skills. The study developed a comparative tool that identifies four types of business graduates - leader, collective, technical, and trainee - based on the differing employability skill perspectives. The tool is intended to help policymakers and the private sector better plan for graduate allocation. The study provides recommendations for stakeholders in the higher education sector in Syria.
The document discusses several external factors that influence students' decisions on where to attend post-secondary education, including competitive, economic, and socio-cultural factors. It analyzes the competitive environment of business schools in Alberta and notes the University of Calgary's Haskayne School of Business has around 2,000 students, competing with larger schools that can accommodate more students. High tuition costs and the economic environment are also discussed, with the recession potentially leading students to more affordable options. Changing demographics and cultural diversity are examined as socio-cultural trends that could impact enrollment.
The document outlines the objectives and methodology of a global employer branding survey conducted by Employer Brand International between October 2013 and February 2014. The key objectives of the survey were to understand employer branding strategies and trends worldwide, regional differences, and identify trends between 2009-2014. Over 1,100 responses were received from 18 countries.
The summary provides highlights from the survey results. It found that employer branding is no longer solely managed by HR, with teams from HR, marketing and communications now leading strategies. Most companies plan to maintain or increase investment in employer branding. While it remains a priority, many organizations still lack a clearly defined employer branding strategy. The use of social media has greatly increased as the main channel to promote employer brands.
Efficiency of higher learning institutions evidences from public universities...Alexander Decker
This document evaluates the efficiency of public universities in Tanzania in their use of human resources to produce outputs. It uses data envelopment analysis to estimate efficiency scores for 7 public universities. The findings show universities are on average efficient in producing graduates but inefficient in generating internal revenue. The study recommends universities improve revenue generation to reduce dependence on government funds and increase investments to boost quality.
This document summarizes a research study that examined the impact of work-integrated learning (WIL) participation on employment outcomes for accounting students near graduation. The study surveyed 337 students from two universities in Melbourne, Australia. Logistic regression and other statistical analyses were used to analyze the relationship between WIL participation, self-efficacy factors, demographic characteristics and securing employment. The results confirmed the significant impact of WIL participation on employment outcomes for accounting students. Specifically, students who completed WIL programs were more likely to secure employment by graduation compared to students without WIL experience.
This document provides an external analysis of the clothing retailer Zara. It begins with an introduction to external analysis and discusses key external forces including economic, social, technological, political, and competitive factors. It then outlines Porter's five forces model for competitive analysis. The document analyzes Zara's external environment, specifically addressing economic, social, technological, political and competitive factors. It applies Porter's five forces model to Zara's industry. The document concludes that understanding external factors is important for strategic management and formulating effective strategies.
Extended GAPs Model to Assess the Quality of Education for Higher Educational...Md. Moulude Hossain
In the globalized world of the current century, higher education is becoming more and more competitive and the leading universities must promote their own institutions not only locally but internationally as well. Higher education is one of the most significant parts of the education system of a country. The main objective of higher education is to develop the new knowledge, explore research works on different social and development issues, anticipate the needs of the economy and prepare highly skilled workers. In these contexts, higher education should be standard, welfare and sustainable development oriented. The report intends to analyze the marketing strategies deployed by higher educational institutions in Bangladesh. The main objective of this study is to explore the quality of higher education of higher educational institutions in Bangladesh. Nonetheless, the paper emphasizes on the students perception and expectations about the present education system of public and private universities, existing problems and challenges faced by the higher education institutions.
11.keeping products of higher educational institutions (he is) of relevance t...Alexander Decker
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11.keeping products of higher educational institutions (he is) of relevance t...Alexander Decker
This document proposes a model for how higher educational institutions can increase the value of their students/graduates over time through continuous engagement and continuous professional development programs. The model depicts students/graduates going through different stages - from introduction to growth to maturity to potential decline if they do not continue learning. It suggests higher educational institutions should monitor industry changes, collaborate closely with industry, and use alumni networks to provide relevant continuous professional development programs that help graduates adapt to industry needs over time and avoid skills decline. This ensures graduates remain valuable to industry and higher educational institutions can enhance their relationships with students and alumni.
DESIGN OF THE NEW INTERNATIONAL SALES & KEY ACCOUNT MANAGEMENT SKILLS TRAININ...inkamsErasmusProject
The "IN.KAMS-International Key Account Management & Sales"
Erasmus + Project aims to realize, pilot, disseminate and systematize a new University-based learning program focused on International Sales & Key Account Management.
This presentation is the task 1 of the Intellectual Output One, concernimg the design of the new training curriculum.
Content marketing strategy and implications for higher educational instituti...Md. Moulude Hossain
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The document outlines several key challenges affecting design education. Internally, design programs in the UK face increasing student-teacher ratios that hamper creativity, restrictive international student policies, and rising tuition fees. Externally, the emergence of a design-based economy is leading to new competitors and programs, requiring collaboration with business. Design education must also broaden curricula and help graduates thrive in this new economy by developing business skills and marketable design knowledge to ensure future prosperity and competitiveness.
This document summarizes a study on the jobs that are in demand for ASEAN graduates in light of economic integration. It begins by outlining the challenges Philippines faces in labor and being academically behind previously. The K-12 program aims to address this by adopting international standards.
The study aims to identify in-demand jobs in Southeast Asian nations from 2017 data to help Filipino job seekers. A quantitative approach analyzed employment, enrollment and survival rates across 10 ASEAN members. Findings showed Philippines has the 2nd highest youth unemployment and 4th highest employment rate. The most in-demand jobs overall were engineering, accounting, teaching, nursing and IT.
Future of Business Education - working documentRoss Wirth
Summary of issues facing business education including some analysis of criticisms from hiring managers, what it means to be a College of Business, and emerging trends.
This study focuses on determining a working ‘selection criteria model’ that will help Information
Technology (IT) companies choose the right candidates to work on their IT projects in areas such as system
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Marketing in higher education originated in the US in the 1970s and expanded globally with increased competition for students. There are two perspectives on marketing - as a sign of managerialism and marketization, and as its own research field. The 'why' of marketing is increased competition, while the 'what' encompasses communications, image, and relationships. Marketing must consider higher education's public functions and students' unique role. Research analyzes branding, digital marketing, and how marketing is embedded in institutions and carried out by dedicated professionals, though approaches differ between national contexts.
1) The document discusses a new book that argues business education needs to integrate liberal arts and sciences to prepare students for the changing business world. It notes several business schools, like Bentley University, that have successfully incorporated liberal arts into their curriculum.
2) The book argues that today's business leaders need skills in communication, science/technology, world cultures, and psychology that are taught in liberal arts in addition to traditional business subjects. However, many business schools have yet to adapt their programs to provide this well-rounded education.
3) The document provides examples of how fields like accounting and marketing have been transformed by new technologies and data, requiring different skills from graduates. It advocates for business schools to better incorporate hands-
Making Management Education in India Meet Global Qualitypaperpublications3
This document discusses gaps in meeting global quality standards in management education in India and areas for improvement. It notes that while Indian business schools seek international accreditation for prestige, only a small number have achieved it due to gaps like inadequate faculty, minimal research, and curriculum not aligned with practical skills. The document outlines key issues to address like strengthening industry partnerships, emphasizing ethics and research, and evaluating faculty. It provides suggestions to improve areas like governance, curriculum, and developing students' analytical and teamwork skills through exercises. Regular assessment and faculty development are also emphasized to enhance management education in India.
A problem exists in small colleges due to insufficient retention and marketing strategies (American Association of Community Colleges, 2008). Small colleges in the United States provide courses for more than 11.5 million enrolled students with 41% of the students attending college courses full time and 59% of the students attending college courses part time (American Association of Community Colleges, 2008). Of the 4,146 schools in the United States, 71% are small colleges (American Association of Community Colleges, 2008). From 1997 to 2002, 27 of the nation's 1,600 private colleges announced plans to close (Zhao, 2002). The focus of this study will be one such college division that closed in December of 2009, shutting down locations in Cranston, Rhode Island, Dunn Loring, Virginia, Livingston, New Jersey, Boston, Massachusetts, Norwalk, Connecticut, New York City, Norristown, Pennsylvania, Piscataway Township, New Jersey, Melville, New York.
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College of Administrative and Financial SciencesAssignment 2.docxmccormicknadine86
College of Administrative and Financial Sciences
Assignment 2
Deadline: 16/11/2019 @ 23:59
Course Name: Strategic Management
Student’s Name:
Course Code: MGT 401
Student’s ID Number:
Semester: I
CRN:
Academic Year: 1440/1441 H
For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of
Level of Marks: High/Middle/Low
Instructions – PLEASE READ THEM CAREFULLY
· The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
· Assignments submitted through email will not be accepted.
· Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
· Students must mention question number clearly in their answer.
· Late submission will NOT be accepted.
· Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
· All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
· Submissions without this cover page will NOT be accepted.
Learning outcomes:
1. Understand the contribution of various functional areas e.g. production, marketing, purchasing and supply management to the overall well-being of the organization (Lo 1.2.)
2. Identify opportunities and threats as well as strengths and weakness in the operating environment of hypothetical and real-world organizations (Lo 2.9)
Assignment Questions: (5 Marks)
Based on the text about TOMS Shoes Company, answer the following questions:
1) What is the competitive strategy used by TOMS Shoes Company? (1 mark)
2) Identify opportunities and threats as well as strengths and weakness of the company .(illustrate them within a table ) (2 marks)
3) Describe the roles of directional,marketing, operations and human resource strategies in the overall well-being of TOMS Shoes Company. (2 marks)
Answers
1) .
2) .
3) .
Marketing
Sunil Gupta, Series Editor
Framework for
Marketing Strategy
Formation
ROBERT J. DOLAN
HARVARD BUSINESS SCHOOL
8153 | Published: June 30, 2014
For the exclusive use of M. Adams, 2019.
This document is authorized for use only by Michaela Adams in Marketing Management taught by MICHAEL PETTIETTE, University of Houston from Oct 2019 to Mar 2020.
Table of Contents
1 Introduction ................................................................................................... 3
2 Essential Reading ......................................................................................... 5
2.1 Overview of Marketing Strategy Formation ............................... 6
2.2 Analysis Underlying Marketing Strategy Formation ............... 7
Customer Analysis ................................................................................ 7
Company Analysis ................ ...
This document discusses the need to update MBA programs for the 21st century workforce. It notes that traditional MBA focuses on sales and marketing are outdated, and programs now need to emphasize technology, data analytics, and globalization. The document reviews reasons students pursue MBAs and the mismatch between graduate and employer expectations of skills. It argues MBA programs must incorporate more real-world skills and experiences to better prepare graduates for today's jobs.
NUR SYAHIRA ISBN-paper proceeding UNITENSyahira Abd
This document discusses market orientation and its relationship to commercializing university research products in Malaysia. It begins with an introduction to the topic and importance of commercializing university research. It then reviews literature on market orientation, including its dimensions of customer orientation, competitor orientation, and inter-functional coordination. It proposes that higher levels of market orientation will lead to higher rates of commercializing university research products. The document presents a conceptual framework and hypotheses relating market orientation and its dimensions to commercialization. It describes the methodology as a quantitative study that will survey 354 researchers from 5 research universities in Malaysia.
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SCHOLARSHIP OF THE MARKETING DISCIPLINE AND PROFESSION IN KENYA
1. International Journal of Scientific and Research Publications, Volume 10, Issue 6, June 2020 567
ISSN 2250-3153
This publication is licensed under Creative Commons Attribution CC BY.
http://dx.doi.org/10.29322/IJSRP.10.06.2020.p10269 www.ijsrp.org
Scholarship of the Marketing Discipline and Profession
in Kenya
Osman Wechuli Chesula*
*
Department of Business, Raf International University
DOI: 10.29322/IJSRP.10.06.2020.p10269
http://dx.doi.org/10.29322/IJSRP.10.06.2020.p10269
Abstract- The purpose of this paper was to critically examine the scholarship of the marketing discipline and profession in Kenya. The
paper empirically analyses secondary literature and scholarly articles related to scholarship in the marketing field. From the results, it
is clear that several challenges are facing marketing scholarship in the country. Specifically, the declining number of marketing
scholars and lecturers mainly attributed to leaning institutions concentrating on research and neglecting the teaching aspect. The
results provided are not exhaustive and therefore there is need for further research preferably primary descriptive study on the subject
in order to shed more light.
Index Terms- Scholarship, Practice, Teaching, Research
I. INTRODUCTION
n order to understand scholarship in marketing, we start by discussing the different fields in marketing as observed by (Johnson,
2020). The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating,
communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Many
fields overlap into different categories. According to Iñaki (2002) the scope of marketing is unquestionably broad. Often included are
diverse subject areas such as consumer behaviour, pricing, purchasing, sales management, product management, marketing
communications, comparative marketing, social marketing, the efficiency/ productivity of marketing systems, marketing ethics, the
role of marketing in economic development, packaging, channels of distribution, relationship marketing, marketing research, societal
issues in marketing, retailing, wholesaling, the social responsibility of marketing, international marketing, brand equity, commodity
marketing, and physical distribution. Centobelli, Cerchione, and Esposito (2017) noted that not all writers would include all of the
topics under the marketing caption. However, majority would disagree as to which topics should be excluded.
Scholarship in marketing field is an area that is gaining attention due to the declining number of scholars and professionals in the field
over the years. This paper therefore looks at the scholarship of marketing discipline in Kenya and makes recommendations for future
improvements.
II. SCHOLARSHIP OF THE MARKETING DISCIPLINE
Marketing as a field of study requires that academicians balance three important elements, research, teaching and service to the
academy. The focus on each of these important segments of academics is relative and will always depend on one’s institution or
academic regulatory bodies (Obilo & Alford, 2015). For example, in Kenya, the Commission for university education (CUE) has put a
general guideline on priority areas for academic staff in public universities with professors being required to do more research and less
teaching while junior academic staff like lecturers doing more teaching than research.
Table 1: CUE summery of relative Weighted Points for different cadre of Academic staff
Relative Weighted points
Areas of contribution Lecturer/
Research Fellow
Senior Lecturer/
Senior Research
Fellow
Associate
professor
Professor
Research and publications 40 50 60 65
Teaching and instruction 30 25 20 15
Professional/Consulting/Industry - 10 10 10
I
2. International Journal of Scientific and Research Publications, Volume 10, Issue 6, June 2020 568
ISSN 2250-3153
This publication is licensed under Creative Commons Attribution CC BY.
http://dx.doi.org/10.29322/IJSRP.10.06.2020.p10269 www.ijsrp.org
Administration/Responsibility 20 10 05 05
Community Engagement/Other contributions 10 05 05 05
Total score 100 100 100 100
Source: (Commission for University Education, 2014)
It should however be noted that the guidelines have since been nullified a court ruling which concluded that not all stakeholder were
consulted (Wanzala, 2019). Research on training doctoral marketing students to teach has bemoaned the lack of formal training in
graduate programs. Marketing discipline in particular has always fallen short of ensuring quality teaching in business schools (Roach,
Milkman, & McCoy, 2014). Obilo and Alford (2015) while examining the academic discipline of marketing noted that there had been
a lot of emphasis on research in the expense of teaching. According to Johnston, Milkman, and McCoy (2013) faculty members are
being pressurized to do research and publish in top academic journals. This has also been the case in Kenya where the over emphasis
on research has created an academic gap with the relative number of graduates in marketing dropping according to reports of most
universities. Doctoral program in Marketing has also not been a success story in Kenya and other parts of the world. This is evident by
an examination of US doctoral education in marketing by Griffith (1997) who discovered that there has not been enough focus on
training marketing doctoral candidates as educators since teaching has been reduced to secondary endeavor. In Kenya the evidence of
few PhD holders in marketing is seen when some universities due to scarcity are forced to borrow or outsource lecturers from other
universities or even the few in corporate world. This though the considerations are more economic it goes against the general trend in
other fields where scarcity in number of lecturers has been more about availability of capital for recruitments rather than availability of
qualified lecturers to be recruited.
The table 2 below was developed from respective university official graduation lists indicates that in the last two years only 17 people
have graduated with doctoral degrees in marketing from the four big public universities in Kenya. This is a clear indication that very
few students are undertaking marketing as an area of specialization in Kenyan Universities as compared to other areas like Finance,
Strategic management and Supply chain management a trend also observed by
Table 2: Doctoral graduants in marketing over the last four graduation ceremonies from the four big public universities.
University
of Nairobi
(59th
- 62nd
Graduation)
Moi
University
(36th
- 39th
Graduation)
Kenyatta University
(44th
- 47th
Graduation)
Jomo Kenyatta University
of Agriculture and
Technology
(31st
- 34th
Graduation)
Totals
2nd
2019 graduation ceremony 1 4 0 0 5
1st
2019 graduation ceremony 0 0 1 1 2
2nd
2018 graduation ceremony 2 1 0 3 6
1st
2018 graduation ceremony 2 0 1 1 4
Total 5 5 2 5 17
Source: Author, 2020
The success of scholarship in marketing lies in the training of more doctoral students who could become future professors to continue
training in the field (Johnston, Milkman, & McCoy, 2012; Lusch, 1982). Most countries have marketing doctoral curricula’s that do
not emphasize teaching skills as one of the units for doctoral programs. Other countries should emulate the US where standards for
accrediting doctoral programs includes preparation for teaching responsibilities in higher education for those students who expect to
enter teaching careers as one of the goals normally included in a doctoral program. The Association to Advance Collegiate Schools of
Business (AASCB ) which is one of the doctoral studies accrediting bodies in US has set standards which require faculty to emphasize
teaching effectiveness in their careers including making learning and pedagogical contributions to remain academically qualified
(Asmawi & Sujanto, 2018; Goulet, Lopes, & White, 2016).
Despite of the above underpinnings, research is quite essential for any academic field including marketing and in my opinion all the
facets of scholarship should be given equal priority. The advocates of marketing as a science like Bartels pointed out that without
research the marketing discipline cannot grow beyond theory. Johnston et al. (2013). Research brings out the scientific element of
marketing scholarship. According to Levy (2018) marketing should be viewed as a science that has its applications. Levy uses the
academic tree metaphor to demonstrate his view. The root of the academic tree is the research and doctoral programs, the trunk is the
masters carrying the direction to the world of action and the most visible part is the foliage and leaves where undergraduate programs
and service to the public provides knowledge to the everyday work life.
III. CHALLENGES OF SCHOLARSHIP IN MARKETING DISCIPLINE
A. Motivation
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Motivation is a very important component in any profession. Many scholars are tempted to conclude that most professionals with
marketing major have not been compensated adequately compared to other disciplines. Bacon (2017) in his work, “Revisiting the
Relationship Between Marketing Education and Marketing Career Success” noted than an undergraduate degree in marketing was
positively related to income in marketing jobs, but surprisingly, respondents with some non-marketing majors earned about the same
as marketing majors in marketing jobs. Satisfaction with a marketing career was not significantly related to academic major. The
income regression model explained 30% of the variance in marketing income, but also indicates that most of the variance in marketing
success is not explained by education. It’s in our opinion that this is also the case in Kenya. Most of the marketing office holders in
many Kenyan organizations are not marketers by profession. This disadvantages the genuine marketers who have gone through the
lengthy academic ladder.
B. Cheating
Cheating or what other scholars refer to as academic dishonesty has been a major impediment in the growth of marketing academia
just like any other field of study. Beckman, Lam, and Khare (2017) postulated that cheating is the biggest problem in higher
education. Marketing academic and non-academic articles, thesis and dissertation plagiarism is on the rise but can’t be detected easily
since, determining how many students and scholars cheat is difficult to figure out precisely as most data comes through self-reporting,
and it is likely that students and scholars do not want to advertise their cheating, making measurement difficult. Whitley (1998)
reviewed 46 studies conducted from 1970 to 1996; the range of the number of students engaging in academic dishonesty was from 9%
to 95% across the different samples. The mean across the samples was 70.4%. This mean is similar to the number found by Kidwell,
Wozniak, and Laurel in their 2003 study, where students self-reported any academic dishonest activity that they had participated in
more than once (Miller, Murdock, & Grotewiel, 2017; Shin, Aiken, & Aleccia, 2017). According to that measure 74.5% of students
are cheaters. Those who only cheated once were not included because they are less of a threat to the academic community.
Furthermore, students also reported to more frequently cheating in forms that they considered less serious such as collaboration and
plagiarism of small excerpts (Josien & Broderick, 2013). The advance in technology, and the increase in online class offerings, has
created new ways to engage in academic dishonesty for potential cheaters (Cole, Swartz, & Shelley, 2017; Farisi, 2013).
C. Cultural differences
Another factor posing a big challenge to the scholarship in marketing is cultural differences. At the highest level of education, most
Kenyan students are getting scholarships to study in other parts of the world. Likewise, some foreign students are also coming to study
in Kenyan universities this poses a danger of conflicting cultural practices that also affect academics. A good example to note is where
due to their culture, many Chinese students appear to embrace the tradition of rote learning with heavy emphasis on professorial
lecture and do not view classroom discussion and interaction as an important component of learning (Keith & Simmers, 2013).
Another major cultural factor that is affecting marketing scholarship is the individualistic tendency that was previously only exhibited
by scholars from western countries and now being experienced globally (Keith, 2013). Due to competition for recognition, power
among other factors scholars in marketing academia are not supporting each other as required. For example, they are concentrating on
individual research that could have otherwise been better handled in groups (Gill, 2017; Mittelstaedt, Kilbourne, & Shultz II, 2015).
In Kenya, just like many other countries, language barrier has been a major impediment for the development of marketing discipline.
For example, many students who perceive English as a second language, the English-speaking classroom may be a challenge. Their
lack of language fluency as well as the unique nomenclature used in a quantitative marketing research class may leave international
students feeling overwhelmed, frustrated and discouraged. A blended classroom environment where some interactions are internet-
based may be more suited to the success of students whose native language is not English. One such group may be Chinese students.
According to Tee Ng and Tan (2010), classroom involvement is important for Chinese students to build interpersonal skills, generate
new ideas, foster creativity and encourage creative thinking.
D. Technically savvy generation
To add on, dealing with technically savvy generation is a big challenge to marketing researchers, teachers and consultants. Teaching a
new technically savvy generation requires innovation in learning delivery modes (Aviles & Eastman, 2012). New learning
environment should be active, collaborative, experiential, team based and as self-paced as possible. These techno savvy students need
time to reflect on the information and to determine why it should matter to them. Online learning is one such delivery mode that
facilitates a learning environment any time, any place where students can access instructional material in small chunks on their terms
and can replay portions as needed, something not possible in a live classroom (Aviles & Eastman, 2014). Online learning also offers
access to websites, videos, recorded guest lectures, Wikis, blogs, virtual marketplaces and online communities, all within the students
comfort zone (Collins & Halverson, 2018; Rennie & Morrison, 2013).
E. Marketing scholarship regulation
Lastly, the issue of marketing scholarship regulation has not been emphasized by governments. In Kenya, unlike the accounting
scholars who are required to be members of the Institute of Certified Public Accountants of Kenya (ICPAK) before they can seek
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employment in academic institutions including lecturing, the marketing scholars are not given such conditions. For marketing
professionals in Kenya to start or do business, offer marketing services, or be recognized for their contribution in the marketing field,
they are not required to be members of Marketing society of Kenya (MSK). It has severally been said that anyone can be a marketer as
it is believed to be a profession with no requirements and thereby leading to the rise of so many unqualified practitioners. In the event,
that a non-registered marketer does anything damaging to the profession, then no recourse can be sought as they are not bound by the
association’s code of ethics. Even for those registered with the society, they are not completely bound to its standards as expulsion
from the association does not lead to exclusion from advancement opportunities such as getting employment or contracts or any legal
action (Munene, 2014; Mwaura & Bula, 2017).
Proponents of regulations hold that it is the only way of bringing order and control within a diverse field like marketing. Some support
full control through legislations that criminalize any violations while others propose partial control either through self-regulations or a
combination of both self-regulations and legislations. Concerns have been raised on each set of regulation but what marketing
practitioners and professionals are grappling with are the challenges of the overall regulations in the field. To start with, The mere fact
academics or policymakers claim that well intentioned regulation will protect consumers does not mean it actually will do so
(Koopman, Mitchell, & Thierer, 2014). Historical analysis of marketing regulation demonstrates, in practice, regulation does not
always live up to the normative goals of those who seek it in the “public interest.” This danger was well understood by one of the
original exponents of the public interest theory of regulation Arthur C. Pigou in 1920 (Koopman et al., 2014).
IV. CONCLUSION
Data on scholarship of marketing discipline especially in Kenya is very scanty. None the less, it is quite evident that marketing
professionals have been declining locally based on prior research findings on the subject. This is attributed to a number of scholarly
challenges among them learning institutions prioritizing research in the expense of teaching. It is therefore important to balance all the
facets of marketing profession in order not to limit marketing and render it in effective in the future. It is also important to note that
marketing scholarship scope is quite diverse and that’s why it is being treated as a science and can also contribute to the development
of other fields and supporting the society at large.
V. RECOMMENDATIONS
In order for marketing profession to attract more students, measures in law should be taken to ensure that it is mandatory for any
lecturer or practitioner in marketing is approved by one regulatory body, preferably he marketing society of Kenya. This will ensure
that the body keeps track of its members and protects their interests including their jobs. In addition, the government and all relevant
stakeholders should relook into university curriculums with the aim of ensuring that for the advancement of knowledge and research,
teaching Pedagogy is part of the doctoral training process. Lastly, Further research on the subject should be encouraged for the benefit
of knowledge and scholarship.
ACKNOWLEDGMENT
I would like to acknowledge Stephen Ntuara Kiriinya a marketing and research professional who is also a Business department faculty
member of Technical University of Kenya and Ann Rintari a Business department faculty member of Kenya Methodist University
(KEMU) for their endless effort in guiding and peer reviewing my works professionally.
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AUTHOR
First Author – Osman Wechuli Chesula, Lecturer, Raf International University; cowechuli@gmail.com.
Correspondence Author – Osman Wechuli Chesula, cowechuli@gmail.com, o.chesula@riu.ac.ke, +254722291073.