Aligning teaching and practice: a study of SME marketing

Journal article

Resnick, Sheilagh, Cheng, Ranis, Brindley, Clare and Foster, Carley 2011. Aligning teaching and practice: a study of SME marketing. Journal of Research in Marketing and Entrepreneurship. 13 (1).
AuthorsResnick, Sheilagh, Cheng, Ranis, Brindley, Clare and Foster, Carley
Abstract

Purpose – This study aims to explore the role of marketing in small and medium‐sized enterprises (SMEs) and to consider how amendments can be made to the UK higher education (HE) teaching curriculum to inform marketing teaching and learning around a small business context. Design/methodology/approach – A qualitative, exploratory approach using semi‐structured in‐depth interviews amongst ten owners of SMEs in the East Midlands region of the UK was used. Findings – Marketing in SMEs is centred on customer engagement, networking and word of mouth communication. HE academic institutions should take account of these findings and work towards introducing SME‐specific marketing material in its teaching and learning curricula. Research limitations/implications – This study uses a small number of SME companies in one region and therefore the generalisability of the findings may be limited. Further research could extend the number of SME companies and to other regions of the UK. Practical implications – The findings have a bearing on the UK HE marketing curriculum. This study offers insights into how the marketing curriculum in HE needs to be adapted in light of the findings to ensure marketing graduates are equipped to enter SME employment. Originality/value – Studies aligning how marketing in SMEs is practiced compared to HE teaching curriculum are limited. This research contributes to the body of literature by further exploring the characteristics and marketing activities of SMEs and highlighting the need to align teaching and practice of marketing in UK HE institutions.

Purpose
– This study aims to explore the role of marketing in small and medium‐sized enterprises (SMEs) and to consider how amendments can be made to the UK higher education (HE) teaching curriculum to inform marketing teaching and learning around a small business context.

Design/methodology/approach
– A qualitative, exploratory approach using semi‐structured in‐depth interviews amongst ten owners of SMEs in the East Midlands region of the UK was used.

Findings
– Marketing in SMEs is centred on customer engagement, networking and word of mouth communication. HE academic institutions should take account of these findings and work towards introducing SME‐specific marketing material in its teaching and learning curricula.

Research limitations/implications
– This study uses a small number of SME companies in one region and therefore the generalisability of the findings may be limited. Further research could extend the number of SME companies and to other regions of the UK.

Practical implications
– The findings have a bearing on the UK HE marketing curriculum. This study offers insights into how the marketing curriculum in HE needs to be adapted in light of the findings to ensure marketing graduates are equipped to enter SME employment.

Originality/value
– Studies aligning how marketing in SMEs is practiced compared to HE teaching curriculum are limited. This research contributes to the body of literature by further exploring the characteristics and marketing activities of SMEs and highlighting the need to align teaching and practice of marketing in UK HE institutions.

Year2011
JournalJournal of Research in Marketing and Entrepreneurship
Journal citation13 (1)
PublisherEmerald
ISSN14715201
Web address (URL)http://hdl.handle.net/10545/620971
hdl:10545/620971
Publication dates2011
Publication process dates
Deposited09 Nov 2016, 12:52
Deposited22 Nov 2016, 16:38
ContributorsNottingham Trent University
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An exploration of impact and engaged scholarship among DBA students
Foster, Carley, Kirk, Susan, Shipton, H., Zhang, M. and Kougianno, K. 2016. An exploration of impact and engaged scholarship among DBA students. 5th International Conference of Professional Doctorates. Titanic Belfast Mar 16
Arabic social and cultural influences on aberrant consumer behaviour: an exploratory study of Libyan marketers
Abdelhadi, A., Foster, Carley and Whysall, P. 2013. Arabic social and cultural influences on aberrant consumer behaviour: an exploratory study of Libyan marketers. Academy of Marketing Conference 2013, Marketing Relevance. University of South Wales, Cardiff Oct 8
An exploratory investigation of aberrant consumer behaviour in Libya: a sociocultural approach
Abdelhadi, A., Foster, Carley and Whysall, P. 2014. An exploratory investigation of aberrant consumer behaviour in Libya: a sociocultural approach. Journal of Marketing Management. 30 (910). https://doi.org/10.1080/0267257X.2014.927900
Aligning talent management with approaches to equality and diversity: challenges for UK public sector managers
Harris, Lynette and Foster, Carley 2010. Aligning talent management with approaches to equality and diversity: challenges for UK public sector managers. Equality, Diversity and Inclusion: an International Journal. 29 (5). https://doi.org/10.1108/02610151011052753
Developing a project team brand: implications for practice
Foster, Carley and Tansley, Carole 2008. Developing a project team brand: implications for practice. Academy of Marketing Annual Conference: Reflective Marketing in a Material World, Aberdeen Business School, The Robert Gordon University, Aberdeen, Scotland, 8-10 July 2008. Aberdeen
The role of age and gender in the retail service encounter
Foster, Carley and Resnick, Sheilagh 2011. The role of age and gender in the retail service encounter. 16th Conference of the European Association for Education and Research in Commercial Distribution. University of Palma, Palma de Mallorca, Spain Jun-11
From equal opportunities to diversity management
Foster, Carley and Harris, Lynette 2005. From equal opportunities to diversity management. in: Leopold, J (ed.) Prentice Hall.
An exploration of Icelandic marketing entrepreneurs
Armannsdottir, Guja, Brindley, Clare, Foster, Carley and Wheatley, Dan 2014. An exploration of Icelandic marketing entrepreneurs. 2014 Diana International Research Conference. Stockholm, Sweden Jun-14
Skills and knowledge of HR IS project teams: a human capital analysis
Williams, Hazel, Tansley, Carole and Foster, Carley 2008. Skills and knowledge of HR IS project teams: a human capital analysis. Second European Academic Workshop on e-Human Resource Management: e-HRM: Barrier or Trigger for HRM Transformation?. Aix en Provence (Carry le Rouet), France May 31
Comparing approaches to diversity management in the UK and US retail
Foster, Carley 2004. Comparing approaches to diversity management in the UK and US retail. European Retail Digest.
Exploring the relationship between corporate branding, internal branding and employer branding: an empirical study
Punjaisri, K., Cheng, Ranis and Foster, Carley 2010. Exploring the relationship between corporate branding, internal branding and employer branding: an empirical study. Academy of Marketing Brand, Identity and Corporate Reputation SIG: 6th International Conference, Barcelona, Spain, 9-11 April 2010. Barcelona
HRIS project teams skills and knowledge: a human capital analysis
Williams, Hazel, Tansley, Carole and Foster, Carley 2009. HRIS project teams skills and knowledge: a human capital analysis. in: Bondarouk, T (ed.) IGI Global.
Job dissatisfaction among retail employees: a study of three leading UK retailers
Whysall, P., Foster, Carley and Harris, Lynette 2007. Job dissatisfaction among retail employees: a study of three leading UK retailers. 14th EAERCD International Conference, Saarland University, Saarbrücken, Germany, July, 2007. Saarland University, Saarbrücken, Germany
The role of co-creation in corporate branding: the case of a Higher Education Institution
Spry, L., Foster, Carley and Pich, Christopher 2015. The role of co-creation in corporate branding: the case of a Higher Education Institution. Academy of Marketing 10th Global Brand Conference, Finland, April, 2015. Finland
Managing diversity in organisations: easy to talk about but difficult to do
Foster, Carley and Harris, Lynette 2003. Managing diversity in organisations: easy to talk about but difficult to do. 11th IERA (International Employment Relations Association) Annual Conference, University of Greenwich, London, July, 2003. University of Greenwich
Women in marketing: a European exploration
Foster, Carley, Brindley, Clare and Wheatley, Dan 2011. Women in marketing: a European exploration. Academy of Marketing Annual Conference, University of Liverpool, Liverpool, July 2011. Liverpool
Talent management: research on practice
Tansley, Carole, Foster, Carley and Harris, Lynette 2007. Talent management: research on practice. CIPD.
Unethical consumer behaviour in an Islamic society - evidence from Libya
Whysall, P., Foster, Carley and Abdelhadi, A. 2013. Unethical consumer behaviour in an Islamic society - evidence from Libya. Challenges to International Marketing Ethics and Corporate Social Responsibility: an Academic Symposium, Notre Dame London Centre, London, 16 April 2013. London
Talent management: understanding the dimensions change agenda
Tansley, Carole, Harris, Lynette, Stewart, K., Turner, Paul, Foster, Carley and Williams, Hazel 2006. Talent management: understanding the dimensions change agenda. CIPD.
Small, flexible and family friendly working in the UK service sector
Harris, Lynette and Foster, Carley 2005. Small, flexible and family friendly working in the UK service sector. The value of HRM? 4th Dutch HRM Network Conference, University of Twente, Netherlands, November, 2005. University of Twente, Netherlands
Managing diversity and equal opportunities - some practical implications
Foster, Carley and Newell, S. 2002. Managing diversity and equal opportunities - some practical implications. Business and Professional Ethics Journal. 21 (2).
Gendered perceptions of sales staff in DIY retailing
Foster, Carley 2004. Gendered perceptions of sales staff in DIY retailing. Academy of Marketing, University of Gloucestershire, Gloucester, UK, July 2004. University of Gloucestershire