Pedagogical Competencies of South African Marketing Educators

Abstract Pedagogical competence is a nascent concept in higher education literature, and, in the field of marketing education, it is underutilised and remains imprecise hitherto. In South Africa, this problem is further intensified as there is a paucity of published research. This study sought to explore the pedagogical competencies of marketing educators at South African higher education institutions. Underpinned by an interpretivist paradigm, a qualitative research design was embraced. Using the purposive sampling technique, a sample of 16 experienced marketing educators participated in face-to-face semi-structured interviews. The interview data were transcribed and subsequently analysed by employing a thematic analysis. This study produced valuable insight into how South African marketing educators view pedagogical competence. Participants displayed a broad conception that challenged the conventional understanding of pedagogy, including relationship building and research competence. The findings make a significant contribution to our understanding of pedagogical competence and its composite dimensions.