International Marketing in the Domain of Business Education in Nigerian Universities and Industry Best Practices
Edet E. Okon and Chris C. Chukwurah
University of Calabar, Nigeria.
Volume 12: 2017, pp. 49-70; ABSTRACT
This study determined the extent of the gap between International Marketing Education skills in Nigerian universities and industries’ best practices. The study adopted the descriptive survey design and was carried out in Nigeria, using a population of 4,130 (2,080 undergraduates of Marketing Education and 2,050 employees in marketing establishments). A sample size of 650 was randomly selected as respondents to researcher’s design questionnaires - International Marketing Education in Nigerian Universities and Industry Best Practices Questionnaire. The finding was that there is no significant gap between International Marketing student skills in Nigerian universities and industries best practices. It is concluded that the internationalisation of Marketing Education in Nigeria has helped to bridge the gap in skills, which hitherto existed among graduates and industries best practices. However, it is recommended that universities in Nigeria should upgrade ICT facilities, especially in the area of networking, where Marketing Education course content can be exposed to foreign assessors for useful inputs and constructive criticism. Marketing Education students, should create their personal websites, where their marketing skills can be utilised through practical projects and exhibitions online.
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