1. GREAT MARKETING EDUCATION FOR SMALL COUNTRIES Janez Damjan Zlatko Jancic University of Ljubljana Slovenia 7th International Marketing Conference European Marketing Challenge Budapest, Nov. 21 1997

2. OUR CUSTOMERS ARE MARKETING STUDENTS zover 1000 marketing students in Slovenia zin 5 undergraduate and 3 graduate programs (+many seminars) ztill recently the most popular field!!! zpredominantly female (around 70%) zwell motivated and more active students

3. QUESTIONS FOR GREATER STUDENT SATISFACTION ¶What should be today’s marketing education for tomorrow business environment in Slovenia and in Europe? ·Is there such a thing as European marketing model? Is it possible? ¸How appropriate are American marketing textbooks? ¹Which methods to use for teaching marketing practice in classrooms? H: Present marketing education model in Slovenia is not adequate!

4. DEVELOPMENT OF MARKETING EDUCATION f.economics@UNI-LJ.SI 1955: Trading of commercial goods 1959: International trading 1961: Selling policy 1966 - entrepreneur orientation 1971: Commercial policy with market analysis (=marketing till 1973) 1973 - Business studies: orientation in 3rd grade in international trade, commerce, tourism etc. 1973: Commercial trading 1974: Business psychology 1975: Slovenian Marketing Ass. established

5. DEVELOPMENT OF MARKETING EDUCATION f.economics@UNI-LJ.SI 1986: International business 1988: International marketing 1984

6. DEVELOPMENT OF MARKETING EDUCATION f.economics@UNI-LJ.SI 1990: Chair of business sciences 1990: Marketing channels 1991: Marketing policy; Marketing research methods; Advertising/ + marketing orientation in 3rd grade 1992: Foundations of marketing 1993: Chair of marketing

7. MARKETING EDUCATION vs. PRACTICE zAdding new courses had always been a very slow reaction to the needs of business reality. zIn practice Slovenian managers had been relatively very successful. They had learned: yby doing yby travelling yby reading yby listening to foreigners. zPrevalence of self-made marketers. zPractitioners have critical view of marketing academics.

8. EDUCATION AND SUCCESS OF MRKTG. MANAGERS Results of analysis of Slovenian Marketing Association membership N = 216 members aver. age: 38 years 53 % females 79 % with faculty degree 52 % degree in Econ./Mrktg. 25 % other social sciences 23 % technical, design, others Who is more successful?

9. EDUCATION AND SEX STRUCTURE OF MARKETERS IN SMA

10. THE MARKETING PROGRAM AT f.economics@UNI-LJ.SI MARKETING COURSES: zFoundations of Marketing zMarketing Research Methods zConsumer Behaviour zDistribution Channels zMarketing Communications zInternational Marketing 255 hours of lectures + 210 hours of exercises and seminars in 3rd and 4th year Main literature is Philip Kotler: Marketing Management, 1996 translation of 8th edition + “derived” study materials

11. FEEDBACK FROM FIRST GENERATION z33 students graduated with diploma in marketing field till 1996 (= 15%) z26 answered the questionnaire in X/97 z13 actually work in marketing RESULTS: ¬All agree, at least 50 % of school marketing knowledge comes useful and is good foundation to build on. ­Most often mentioned topics: ymarketing research (23x) ymarketing communications (11x) yconsumer behaviour (6x)

12. FEEDBACK FROM FIRST GENERATION ®Over 50% of necessary knowledge gained at work. ¯Most often mentioned: lcustomer relations (6x) lbusiness-to business marketing (2x) lnon-related areas (5x) °Ways to new knowledge : ljournals, books and magazines (15x) lseminars (7x) lfrom colleagues (5x) lthrough work (6x) ±Recommended changes in program: lcase studies (17x) lteam work on projects (6x) lcompany visits and internships (7x)

13. FEEDBACK FROM MARKETING LECTURERS <lecturing to hundreds of students in big classrooms; <too few teachers (100:1 ratio); <“forced” to use traditional methods; <no domestic case studies; <lack of domestic literature; <little time and money for basic research, but many opportunities for commercial studies?! <still much opposition to marketing by older “economy” professors; Wgood spirit and collaboration among younger colleagues;

14. MORE REASONS TO BE CONCERNED «marketing still not recognised as a science; «marketing seen as a craft of sophisticated selling and advertising; «simplified 4 P’s world view; «shallow understanding of the marketing concept broadening; «missing the paradigm shift in marketing.

15. REASONS FOR DEFECT QUALITY OF PROGRAM ¨too much positivism in theory; ¨predominance of managerial approach (“kotlerian” orientation); ¨lack of interdisciplinary approach ¨myopic views about; ¨home markets, ¨services, ¨internal, and ¨inter-organisational marketing issues ¨absence of global, multicultural orientation;

16. FUTURE MARKETING EDUCATION TRENDS òfrom mass marketing to the “segment” of one; òfrom (trans)action orientation to relationships and networks; òfrom customer marketing to stakeholder marketing; òfrom competitive marketing to co-operative&competitive marketing; òfrom manipulative marketing to ecological and ethical (holistic) marketing;

17. SOME CONCLUSIONS OR SUGGESTIONS £Rapid development of countries in transition, but current results are still not satisfactory. £Disseminated knowledge is obsolete and marketing curriculum needs deeper and faster changes. £Marketing as managerial and social process should not be domain of business schools. £Marketing must become the fundamental course in the majority of faculty programs.

18. SMALL COUNTRIES DESERVE A GREAT MARKETING EDUCATION! Thank you for your attention!

19. FEEDBACK FROM THIRD* GENERATION I1996/97 generation was first to use Kotler’s Marketing Management translation; had very many complaints. l234 students of the basic marketing course filled out Gaski&Etzel (1986) questionnaire, which measures consumers attitudes toward marketing, twice: first and last week of semester. ÊH: Studying marketing influences student perceptions of business environment was not confirmed. (few significant differences) ËH: Partly confirmed that selected teaching approach influenced student perception of marketing.

20. REFERENCES AND FURTHER READINGS: 1. Brown, Stephen (1993). Postmodern Marketing 2. Christopher, M., Payne, A., Ballantyne, D. (1991). Relationship Marketing 3. Ford, David (Ed.) (1990), Understanding Business Markets: Interactions, Relationships and Networks 4. Gronroos, Christian (1996). "Relationship Marketing: Strategic and Tactical Implications" 5. Gummesson, Evert (1987). "The New Marketing-Developing Long- Term Interactive Relationships," 6. Halal, William E. (1996). The New Management: Democracy and Enterprise are Transforming Organisations 7. Houston, F. S., Gassenheimer, J. B., Moskulka, J. M. (1992). Marketing Exchange Transactions and Relationships 8. Jancic, Zlatko (1996). Holistic Marketing 9. Kotler, Philip (1987). "Humanistic Marketing: Beyond the Marketing Concept" 10. Kotler, Philip (1994). Marketing Management. Analysis, Planning, Implementation, and Control 11. Vandermerve, Sandra (1995). From Tin Soldiers to Russian Dolls: Creating Added Value Through Services,. 12.Frederic E. Jr. (1994). Market - Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company 13. Wheeler, David in Sillanpaa, Maria (1997). The Stakeholder Corporation. A Blueprint for Maximising Stakeholder Value.