Business Schools

Why business schools?

The MODE is a marketing standard that has been validated by some 5,000 international business students thus far. These were, and continue to be Danny‘s students studying one of the marketing-related courses in some 30 business schools in 11 countries.

 

Why business school students?

Because this is a market that Danny has been exposed to for over 20 years, as a lecturer and Instructional Practitioner Faculty, and is familiar with its needs. Business schools are where private or public education is offered and quality education is demanded. Demonstrated by Danny’s own Master and MBA students, a business school is an academic milieu where future practitioners – managers and entrepreneurs – develop their professional attitude.

 

In education we trust

In that same meeting point in class, educators of all levels serve as mediators of trust and knowledge. Together with selected colleagues, Danny is proud to be one of those lecturers who continues to make a change and who deviates from old and well-known books. In class, groups of students are accompanied in the process of creating a standardized marketing plan for an existing business – mainly a small or medium-sized one. The learning catalogue definitely helps.

A personal note in 2022

The urge to challenge the discipline of marketing with a standardized management tool began when I was struck by the growing gap between the marketing principles which are taught in academic business schools, and the practical skills which are required by employers.

Under the academic hospices of about 30 business schools in 11 EMEA (Europe, Middle East and Africa) countries, I have developed a ritual. When I face a new marketing class of Master and MBA students, I ask them introductory questions, to be able to better cater to their needs. The answers are rather similar in different countries and schools. I easily recognize the origin of the demonstrated knowledge, because it mostly comes from the same early editions of the more common marketing books. Here are a couple of examples.

Realize the differences and note the conclusions:

Kotler, P. (1967). Marketing Management: Analysis, Planning, and Control. 1^st edition, Prentice-Hall.

— versus —

Kotler, P. (2016). Marketing Management: Analysis, Planning, and Control. 15^th edition, Prentice-Hall.

Conclusion: 49 years, 15 editions, similar framework, same body of knowledge.

 

Kotelr, P. (1980). Principles of Marketing. 1^st edition, Prentice-Hall.

— versus —

Kotelr, P. & Armstrong, G. (2020). Principles of Marketing. 18^th edition, Prentice-Hall.

Comment: Gary Armstrong joined Philip Kotler as co-author in the 4^th edition, in 1989.

Conclusion: 40 years, 18 editions, similar framework, same body of knowledge.