Updating the Marketing Research Course to Prepare the Marketing Generalist

This exploratory research suggests that undergraduate marketing research textbooks and courses have not kept pace with the changes in the marketing research world over the past two decades. Two studies, one a review of marketing research syllabi and another a content analysis of online job postings, explore this phenomenon. The results imply that, in contrast to the historical context of marketing research course, most advertised entry-level marketing jobs requiring marketing research skills are not in marketing research firms. Indeed, contemporary marketing research is more likely a function embedded within an array of generalist job duties that also require soft skills and the ability to analyze and present data to upper management. As a result of this research, educators should have a heightened awareness of the following: (a) the disconnect between the marketing research curriculum and current industry needs, (b) the changing role of marketing research as diffused throughout the organization, and (c) the broader set of skills and techniques required of entry-level marketing graduates. As a possible solution to these issues, this research proposes an integrated model whereby instructors can help their students navigate the current landscape by choosing an appropriate pedagogical path to assist students in their career goals.