A bibliometric reflection in marketing education

Khoo Kim Leng; Sarajbit Kaur Sidhu; See Kwong Goh

A bibliometric reflection in marketing education

Khoo Kim Leng
, Sarajbit Kaur Sidhu
, See Kwong Goh

Malaysia School of Business

Research output: Contribution to conference › Abstract › peer-review

Abstract

This study conducted a bibliometric analysis of 255 studies from 82 publications in the Web of Science database between 2012 to 2022. The findings indicate a slight annual decrease of 3.62% in publication numbers. The recent dominant themes in research were "innovation," "classroom," and "attitudes." Key recurring themes throughout the examined years were "marketing education issues" and "learning approaches and issues," suggesting their significant influence on marketing education research and potential for high citations. Emerging or declining themes include “social marketing education”, “social media”, “marketing pedagogy” and “marketing history”. Future research in marketing education should consider investigating the use of new technologies in teaching marketing and exploring topics related to social marketing education.

Original language	English
Pages	382
Number of pages	1
Publication status	Published - 2023
Event	Australian and New Zealand Marketing Academy Conference 2023 - University of Otago, Otago, New Zealand Duration: 4 Dec 2023 → 6 Dec 2023

Conference

Conference	Australian and New Zealand Marketing Academy Conference 2023
Abbreviated title	ANZMAC 2023
Country/Territory	New Zealand
City	Otago
Period	4/12/23 → 6/12/23

Keywords

Marketing Education
Bibliometric
Biblioshiny

Access to Document

https://www.anzmac2023.com/conference-proceedings

Cite this

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title = "A bibliometric reflection in marketing education",

abstract = "This study conducted a bibliometric analysis of 255 studies from 82 publications in the Web of Science database between 2012 to 2022. The findings indicate a slight annual decrease of 3.62\% in publication numbers. The recent dominant themes in research were {"}innovation,{"} {"}classroom,{"} and {"}attitudes.{"} Key recurring themes throughout the examined years were {"}marketing education issues{"} and {"}learning approaches and issues,{"} suggesting their significant influence on marketing education research and potential for high citations. Emerging or declining themes include “social marketing education”, “social media”, “marketing pedagogy” and “marketing history”. Future research in marketing education should consider investigating the use of new technologies in teaching marketing and exploring topics related to social marketing education.",

keywords = "Marketing Education, Bibliometric, Biblioshiny",

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pages = "382",

note = "Australian and New Zealand Marketing Academy Conference 2023, ANZMAC 2023 ; Conference date: 04-12-2023 Through 06-12-2023",

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AU - Kaur Sidhu, Sarajbit

AU - Goh, See Kwong

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N2 - This study conducted a bibliometric analysis of 255 studies from 82 publications in the Web of Science database between 2012 to 2022. The findings indicate a slight annual decrease of 3.62% in publication numbers. The recent dominant themes in research were "innovation," "classroom," and "attitudes." Key recurring themes throughout the examined years were "marketing education issues" and "learning approaches and issues," suggesting their significant influence on marketing education research and potential for high citations. Emerging or declining themes include “social marketing education”, “social media”, “marketing pedagogy” and “marketing history”. Future research in marketing education should consider investigating the use of new technologies in teaching marketing and exploring topics related to social marketing education.

AB - This study conducted a bibliometric analysis of 255 studies from 82 publications in the Web of Science database between 2012 to 2022. The findings indicate a slight annual decrease of 3.62% in publication numbers. The recent dominant themes in research were "innovation," "classroom," and "attitudes." Key recurring themes throughout the examined years were "marketing education issues" and "learning approaches and issues," suggesting their significant influence on marketing education research and potential for high citations. Emerging or declining themes include “social marketing education”, “social media”, “marketing pedagogy” and “marketing history”. Future research in marketing education should consider investigating the use of new technologies in teaching marketing and exploring topics related to social marketing education.

KW - Marketing Education

KW - Bibliometric

KW - Biblioshiny

M3 - Abstract

SP - 382

T2 - Australian and New Zealand Marketing Academy Conference 2023

Y2 - 4 December 2023 through 6 December 2023

ER -