Transforming Marketing Education in Today's Learning Ecosystem

Abstract

Digital platforms, data analytics, artificial intelligence, and rising expectations for responsible business are reshaping marketing practice and the broader domain of business administration. Meanwhile, contemporary education is moving toward learner-centered, outcome-based, and evidence-rich models supported by blended learning and data-informed teaching. This dual transformation has revealed persistent weaknesses in marketing education: curricula that expand without integration, practice activities that lack authenticity, uneven development of digital competencies, and assessment systems that reward final outputs more than professional processes and ethical judgment. Taking education as the core theme and business administration/marketing as the background context, this paper proposes a coherent reform agenda built on a competency-scenario-assessment integration. The approach clarifies a set of graduate competencies (strategic and systems thinking, consumer insight, data literacy and experimentation, creative execution, cross-functional collaboration, and responsible decision-making), anchors learning in realistic scenarios (real client briefs, omnichannel campaigns, pricing and negotiation cases, market experiments, and crisis response), and verifies learning through multi-source evidence (portfolios, rubrics, peer and industry reviews, and reflective logs). The paper further outlines actionable strategies for modular curriculum redesign, project-based pedagogy, industry co-teaching, purposeful toolchain integration, and governance mechanisms that ensure quality, fairness, and scalability. The goal is to provide institutions with a practical roadmap for cultivating marketing professionals who can operate competently and ethically in complex, rapidly changing market environments.