Journal of Marketing Education: A Retrospective Overview Between 1979 and 2019

Abstract

Journal of Marketing Education (JMED) is an important academic source for the progression of innovative research and experiential wisdom, both of which enhance the knowledge of marketing educators. The primary objective of this study is to provide a retrospection on the emergence and growth of JMED using scientometrics—in simple terms, is the quantification of science. Applying bibliometric methods, the top articles, authors, and topics in JMED titles are identified. A thematic analysis groups JMED articles into 10 semantic clusters: team environment, innovative teaching techniques, students’ evaluation of teaching, qualitative assessment of marketing outlets, technological diffusion in marketing education, experiential learning, marketing values and ethics, self-regulated learning, objective exams, and multiple experiential techniques and student learning. Among these, technological diffusion in marketing education, marketing values and ethics, and multiple experiential techniques and student learning are the most popular and evolving. Apart from informing JMED readers about possible future avenues of the journal, this study may provide valuable information to its editorial board.