Change management capability: The missing link in marketing education?

Catherine McMullen, Valentine Siemionow

Research output: Book chapter/Published conference paperConference paper

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Contemporary marketing professionals increasingly need to operate within a complex and fluid environment. This paper considers the challenges presented to marketing education by the changing boundaries of the marketing discipline and the marginalising of the marketing function within organisations. If the marketer's role is conceptualised as an agent of change within organisations there is a gap in the training, skills and knowledge of marketing graduates (particularly at the postgraduate level) in the area of change management. We conclude that including change management theoretical frameworks within the marketing curriculum would better prepare future marketing professionals for the demands of a complex and constantly changing workplace.
Original languageEnglish
Title of host publicationMarketing
Subtitle of host publicationShifting the focus from mainstream to offbeat
Place of PublicationAustralia
Number of pages8
ISBN (Electronic)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference - Olympic Park, Sydney, Australia
Duration: 01 Dec 200803 Dec 2008 (conference info)


ConferenceAustralian and New Zealand Marketing Academy Conference
Internet address

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