Curriculum to Prepare for 21st Century Marketing Learners

By Paula Hodgson and Pamela M. H. Kwok.

Published by The International Journal of Pedagogy and Curriculum

Format Price
Article: Print $US10.00
Published online: April 25, 2014 $US5.00

Because they live in the 21st century, students of marketing in higher and further education are open to the challenges of ongoing changes in the business environment. Although the job market may provide indicators of their career expectations, educators need to align the teaching, learning and assessment experiences to be provided in the curriculum so that graduates are well prepared for their future careers. Marketing graduates are expected to have mastered consumer behaviour and marketing research as the top two entry-level concepts in marketing knowledge, but they are also expected to have achieved proficiency in oral and written communications, and presentations as the top three skills needed in the industry. The first part of this paper will include a discussion of these 21st-century skills, considered in four categories: ways of thinking, ways of working, tools for working, and living in the world; the authors will compare these 21st-century skills with reference to marketing skills and knowledge as required by the professional market in Hong Kong. As students studying marketing are expected to demonstrate key knowledge and skills for their future careers in the discipline, the authors will discuss the design of the curriculum and how to match the requirements of a dynamic job market with the teaching strategies that are employed to facilitate the development of competence by marketing learners.

Keywords: Marketing Education, 21st Century Learner, Curriculum Design

International Journal of Pedagogy and Curriculum, Volume 20, Issue 3, April 2014, pp.45-55. Article: Print (Spiral Bound). Published online: April 25, 2014 (Article: Electronic (PDF File; 641.608KB)).

Dr. Paula Hodgson

Project Manager, General Education Office, Hong Kong Baptist University, Hong Kong

Paula Hodgson is a project manager at Hong Kong Baptist University. She has been researching the use of learning technologies for learning, teaching and assessment in higher education for over a decade. Her current research interests are assessment for learning, developing generic and professional competence through authentic and virtual learning environments, and case-based teaching and assessment. In her sixteen years of research in higher education, she has published forty-one papers and presented twenty-two papers including assessment and evaluation, first-year experience, and technology-mediated teaching and learning.

Dr. Pamela M. H. Kwok

Associate Division Head and Senior Lecturer, Division of Business, PolyU Hong Kong Community College, Hong Kong

Dr Pamela Kwok received her Master of Business Administration from the University of Birmingham and her Doctor of Philosophy (majoring in marketing) from the University of South Australia. She is a Chartered Marketer, a member of the Chartered Institute of Marketing (UK), and a fellow member of the Hong Kong Institute of Marketing. She had worked in sales and marketing management positions in the hi-tech and telecommunications industry before starting her academic career at The Hong Kong Polytechnic University. Her current teaching and research interests cover areas spanning strategic marketing management, brand management, international marketing, consumer behaviour, and e-Learning. Apart from leading in designing curriculum in Marketing in Hong Kong, she has had extensive experience in deploying the use of educational technologies in teaching.