Bridging the Theory and Practice Gap in Marketing Education

The paper proposes a new marketing course curriculum for bridging the theory and practice gap in marketing education. This new approach aims to develop students' marketing and soft skills like communication, creativity, and collaboration and facilitate their integration into professional life. By applying a project-based learning approach and integrating innovation methods like design thinking, the course curriculum improves students' engagement and ability to address and solve real and impactful company challenges. The paper also provides a detailed road map of tasks related to the preparation phase and project modules for instructors who consider implementing this new marketing curriculum. Moreover, it identifies areas for further research related to measuring this new course curriculum's impact on the learning process and faculty development.