Stakeholders’ Convictions and Pedagogy for Teaching Marketing Management

Marketing is an applied discipline (Brown, 1996) and pedagogy can be considered as a set of theories, principles and practices used to teaching any area of study. In case of determination of pedagogy for teaching ‘Marketing Management’, stakeholders’ convictions (students, teachers, industry professional) play important role. The results indicated that the MBA students, MBA teaching faculties and industry professionals having different convictions about how Marketing Management taught more effectively with aligning the skills required by the profession. The study has found comparatively high dispersion between the convictions of teachers and students, low dispersion between teacher and industry professionals and explicitly high dispersion between students and industry professionals towards pedagogical consideration for teaching marketing management.