Conceptualization vs. Vocationalism: Defining the Role of Marketing Education in a Liberal Arts Context

Abstract

This paper examines the reasons for the dramatic change in emphasis from a conceptual orientation to vocationalism which has occurred on many campuses during the past few years. The arguments for and against this change and the consequences of the change are examined from a social perspective. An attempt is made to delineate the proper roles for conceptual theory and vocationalism in a marketing program defined in a liberal arts context.