Building A Competitive Edge: Empowering Marketing Graduates With CRM Technology Training.
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| Title: | Building A Competitive Edge: Empowering Marketing Graduates With CRM Technology Training. |
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| Authors: | Kemp, April F.1 (AUTHOR) april.kemp@selu.edu, Fergurson, J. Ricky2 (AUTHOR), Fleming, David E.3 (AUTHOR), Butler, Timothy D.1 (AUTHOR) |
| Source: | Marketing Education Review. Summer2025, Vol. 35 Issue 2, p160-170. 11p. |
| Subject Terms: | *Marketing education, Customer relationship management, Labor market, Marketing, High technology |
| Abstract: | In today's competitive job market, marketing and sales graduates must be equipped with advanced technology skills to thrive, particularly in utilizing Customer Relationship Management (CRM) systems. This research examines the critical need for CRM skills within marketing and sales education and explores how integrating CRM training into curricula can better prepare students for the workforce. Despite the growing emphasis on sales technology, recent studies indicate a lack of structured CRM education in many sales programs. This paper examines existing literature on CRM pedagogy and provides practical implementation guides for educators to incorporate CRM training effectively. It highlights various approaches to integrating CRM across marketing courses, from basic exposure to advanced, hands-on experiences. By adopting the recommended strategies, universities can better align their programs with industry needs, fostering graduates proficient in CRM and prepared to excel in modern sales environments. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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| Abstract: | In today's competitive job market, marketing and sales graduates must be equipped with advanced technology skills to thrive, particularly in utilizing Customer Relationship Management (CRM) systems. This research examines the critical need for CRM skills within marketing and sales education and explores how integrating CRM training into curricula can better prepare students for the workforce. Despite the growing emphasis on sales technology, recent studies indicate a lack of structured CRM education in many sales programs. This paper examines existing literature on CRM pedagogy and provides practical implementation guides for educators to incorporate CRM training effectively. It highlights various approaches to integrating CRM across marketing courses, from basic exposure to advanced, hands-on experiences. By adopting the recommended strategies, universities can better align their programs with industry needs, fostering graduates proficient in CRM and prepared to excel in modern sales environments. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 10528008 |
| DOI: | 10.1080/10528008.2025.2467138 |
