Transformative Marketing Education: Drivers, Outcomes, and Research Agenda

Abstract

The perseverance and agility to be transformative marketing educators have been identified to be critical for the future of marketing education. In developing this observation further, this study conceptualizes the transformative marketing education (TME) concept and defines it. Furthermore, adopting a management educational institution perspective, this study proposes a framework for the implementation of TME. The proposed framework identifies the drivers of TME to be the marketing education triad, comprised of the management education institution, the marketing learners, and the external environment. The study identifies the outcomes of implementing TME as fourfold: (a) an interdisciplinary activity, (b) a value-creating activity, (c) an insights-centric activity, and (d) a “brain retrain” activity. The study also offers some variables that could moderate the outcomes of implementing TME. For the drivers and outcomes, this study offers propositions that can be tested. In addition, potential strategic implications of the TME outcomes are identified as (a) personalizing marketing education, (b) enhancing student engagement, and (c) establishing closer stakeholder connections. The study concludes by identifying a research agenda for TME.