Abstract:

The function of marketing education for managers is to bridge the gap which exists between theoretical concepts and practical application/implementation. In this connection, the didactic structure of the educational process is of much importance and deserves careful consideration. The increasing complexity of organizations and their environment asks for a multidisciplinary approach, also in the field of marketing. The marketing educator of the future will no longer be the traditional mono-disciplinary marketing specialist, but should become the "marketing development expert". This means that a fundamental change in attitude and approach is needed. This trend could also have a considerable impact on the development of marketing theory.