Welcome to the InfoSci Platform
Reference Hub1
Teaching English to Marketing Students: Bridging the Gap Between Academic and Real-World Skills

Teaching English to Marketing Students: Bridging the Gap Between Academic and Real-World Skills

Sandra Vieira Vasconcelos, Ana Balula
Copyright: © 2019 |Pages: 22
ISBN13: 9781522562955|ISBN10: 1522562958|ISBN13 Softcover: 9781522586913|EISBN13: 9781522562962
DOI: 10.4018/978-1-5225-6295-5.ch011
Cite Chapter Cite Chapter

MLA

Vasconcelos, Sandra Vieira, and Ana Balula. "Teaching English to Marketing Students: Bridging the Gap Between Academic and Real-World Skills." Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession, edited by Margarida M. Pinheiro, et al., IGI Global, 2019, pp. 162-183. https://doi.org/10.4018/978-1-5225-6295-5.ch011

APA

Vasconcelos, S. V. & Balula, A. (2019). Teaching English to Marketing Students: Bridging the Gap Between Academic and Real-World Skills. In M. Pinheiro, A. Estima, & S. Marques (Eds.), Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession (pp. 162-183). IGI Global. https://doi.org/10.4018/978-1-5225-6295-5.ch011

Chicago

Vasconcelos, Sandra Vieira, and Ana Balula. "Teaching English to Marketing Students: Bridging the Gap Between Academic and Real-World Skills." In Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession, edited by Margarida M. Pinheiro, Ana Estima, and Susana Marques, 162-183. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6295-5.ch011

Export Reference

Mendeley
Favorite

Abstract

The marketing sector has been experiencing substantial changes due to the constant need to adjust to apace-evolving markets and demands. Digital development takes on an important role in this scenario, which may not be echoing in marketing education. Thus, there is an increasing discussion surrounding the skills required of marketing graduates in the current educational and professional set. Given that English proficiency is ranked as crucial by stakeholders, and it seems not to translate into many Portuguese marketing programs, the goal of this chapter is to provide a holistic view over the state of the art on the match/gap between the language skills developed in marketing programs and those expected from practitioners and marketing professionals in the 21st century. The results of the content analysis showed that (in)formal communication in English, namely through emails, instant messaging, and social media, should be recognized as a core competence within the marketing curriculum.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.