R Synthetic Experience as a Prime Ingredient in the Marketing Curriculum

Abstract

Marketing educators face the dilemma of having to both guide their students in the study of marketing and prepare them to do something upon graduation. Since the requirements of learning and application change over time, and since the domain of marketing is particularly affected by revolutions in technology, law, economics, etc., academics need to regularly rethink and clarify the ends and means of the marketing discipline. This process hinges upon systematically determining the skills that an education in general, and a marketing curriculum in particular, should develop and then defining the most effective route to that end. This paper address mechanisms for accomplishing the task of marketing education that emphasize the role of synthetic marketing experience.