Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Marketing Education, the Nigerian Experience: A Meta - Analysis

Author(s): Adefulu Adesoga and Adebowale Ilesanmi Sunday

Marketing education has become a topical issue because of dwindling marketing students’ enrolment and offering Marketing task in organisations to graduates without marketing degree. The paper evaluated Nigerian experience of marketing education effectiveness in the light of the above. The methodology adopted was Meta-Analysis of primary studies. The population of study was the total numbers of quantitative and qualitative materials downloaded. Total enumeration method was used as sampling technique. Emerging data analysed showed that marketing education quality influenced the performance of marketing graduates (mean=3, 36/4.0). The teaching methods equally influenced marketing performance (mean=3, 21/4.0). For marketing education to serve marketing practice, marketing educator’s quality, learning environment quality and teaching methods quality must be enhanced. Marketing professionals must equally collaborate with marketing educators to improve marketing education. The paper concluded that quality of marketing education is an effective tool for organisational performance. The Marketing practitioners need to effectively collaborate with the marketing educators to make marketing education serves marketing practice. The paper recommended the adoption of new marketing DNA (deoxyribonucleic acid) as a model for marketing education. Marketing educators needs to make marketing curricular responsive to the need and requirements of prospective employers of our products. A strong marketing education and industry linkage is equally recommended.