A Critical Challenge Awaiting Marketing Education

Abstract

The thesis of this paper is that the ability to transfer marketing knowledge into various environments and situations is extremely important to our students. Marketing educators should become more sensitive to the issues and implications that transfer entails, and we must create awareness and increase students’ skills in these pivotal directions. Major issues surrounding transfer are discussed in conjunction with its close relative, metacognition, and propositions are tendered that should encourage much additional thought among marketing educators. The results of an assignment involving metacognition and transfer are reported. Discussion is provided and research directions are proposed that will be important to the future inclusion of transfer in our courses.