Beyond the Core Triad: Just What Do Marketing Academics Do Outside of Teaching, Research, and Service?

Abstract

Just as the business world is in a constant state of flux and evolution, so is the academic world in which we operate as marketing educators. Most institutions embrace the core triad of teaching, research, and service. But what do we do outside of this triad? A nationwide survey reveals that the majority of marketing educatorsengage in activitiesoutside the core such as consulting opportunities with industry, serving as expert witnesses, overload teaching, working on contract or research grants, and more. This study identifies current trendsin how faculty membersexpend their time, compensation ranges for these activities, and the perception of colleagues and administrators.