Abstract:

The following papers describe two experiences in the field of marketing education. Both programs were initiated by the Center for Productivity and Research from the University of Ghent. The first paper comments the program in which public officers have been confronted with the marketing philosophy and the marketing-management approach. The second paper provides information and program principally conceived for top-managers. Both papers have the same structure. They start with a description of the underlying ideas and philosophies from which the programs were built up. Objectives, target groups and methods are commented next. The promotion and the programs are described as detailed as possible. Finally, the evaluation of the program and the possible (or already executed) follow-up initiatives are presented.