Toward Greater Responsiveness in Marketing Education: A Social Marketing Framework

This article explores how marketing educators can apply the social marketing concept to more effectively serve an important constituent public-employers of marketing graduates. First, a literature review focusing on efforts to survey practitioners' attitudes towards marketing education is presented. Next, a model is developed, based on a social marketing conceptual framework, to guide marketing educators in the collection and use of feedback from practitioners. Finally, the paper concludes with a discussion of the major implications and the related benefits of adopting a social marketing posture by the marketing academics.