Cross cultural marketing teachers' profile

Abstract

PurposeMarketing has attracted increased interested over the past 15 years in both academic and commercial circles and there has been a market rise in the number of students. At the university level, the characteristics of the teacher play an essential role in student/teacher interaction and influence academic results and future professional success. This influence is revealed in three main areas: the choice of subjects, teaching media and teaching methods. The purpose of this paper is to identify the most commonly found marketing teacher profile and the differences among marketing teachers with respect to the marketing subjects that they impart and the media and methods that they use.Design/methodology/approachInternational research was carried out among 135 marketing teachers from universities in Europe and the USA. The AMS directory was used. Respondents were representative of the research‐active marketing academic community. The Z‐test was used to contrast the hypotheses. To answer the research questions, χ2 method was used to analyse significant differences between the different groups (male/female; old/young; expert/unexperienced; PhD/master degree/bachelor degree).FindingsWith the exception of age, no significant differences have been identified in marketing teacher profiles between North American and European universities. The most common marketing lecturer profile is that of a man, over 35 years old, with more than 15 years of experience, and with a PhD degree.Originality/valueThe paper presents some interesting results with regard to marketing subjects, teaching media and teaching methods that marketing lecturers select according to their gender, age, years of experience, and degree of training.