Research Article

Top 6 literacies in marketing education: State-of-the-art approach

Teodora Kiryakova-Dineva 1 * , Dilyana Yaneva 1
More Detail
1 South-West University “Neofit Rilski”, Blagoevgrad, BULGARIA* Corresponding Author
Contemporary Educational Technology, 17(1), January 2025, ep544, https://doi.org/10.30935/cedtech/15636
Published Online: 21 November 2024, Published: 01 January 2025
OPEN ACCESS   406 Views   241 Downloads
Download Full Text (PDF)

ABSTRACT

To educate capable and literate citizens in the current digital age, high adequacy in all facets of education is required. One could argue that innovation necessitates educational needs and specific knowledge including general literacy for a more profiled human activity towards new emerging technological, digital and social standards. The way that teaching and learning are traditionally understood in relation to the idea of literacy is affected by this shift. The traditional conception of teaching and learning with regard to the idea of literacy is impacted by this remodeling as well. It becomes clear in this case that financial literacy, digital literacy, or economic literacy cannot be regarded as the only, best, or most appropriate kind.
With respect to the concept of literacy in marketing, the current study explores the educational requirements that stem from the broader definition of literacy. Utilizing a state-of-the-art approach and a mixed methodology, the authors explore the needs for specific literacies in marketing and search for a new model for their application in marketing itself. The focus is on how the students feel about needing a particular kind of literacy. Certain aspects of the literacies set and their requirements within the context of higher education institutions are related, according to the findings of a questionnaire survey. This study’s discussion attests to the intricacy and dynamic nature of education at the tertiary level and reveals the concept of literacy in its widest sense.
Keywords: marketing education, basic literacies, state-of-the-art approach

CITATION (APA)

Kiryakova-Dineva, T., & Yaneva, D. (2025). Top 6 literacies in marketing education: State-of-the-art approach. Contemporary Educational Technology, 17(1), ep544. https://doi.org/10.30935/cedtech/15636

REFERENCES

  1. Andrus, D. M., Laughlin, J., & Norvell, W. (1995). Internationalizing the marketing curriculum: A profile of the international marketing course. Marketing Education Review, 5(2), 9–18. https://doi.org/10.1080/10528008.1995.11488493
  2. Bailey, C., Mankin, D., Kelliher, C., & Garavan, T. (2018). Strategic management and strategic human resource management. Business Trove. https://doi.org/10.1093/hebz/9780198705406.003.0003
  3. Bell, J., Deans, K., Ibbotson, P., & Sinkovics, R. (2001). Towards the “internetalization” of international marketing education. Marketing Education Review, 11(3), 69–79. https://doi.org/10.1080/10528008.2001.11488758
  4. Belova, G., & Georgieva, G. (2021). Legal, political and security aspects of the pandemic language. International Conference Knowledge-Based Organization, 27(2), 105–110. https://doi.org/10.2478/kbo-2021-0056
  5. Blossfeld, H. (2010). State of the art in social science research. In D. Hofacker (Ed.), Older workers in a globalizing world. Elgaronline. https://doi.org/10.4337/9781849803359.00007
  6. Breuer, K., Zlatkin-Troitschanskaia, O., & O’Neil, H. (2014). Financial literacy and cognitive skills. In Encyclopedia of education economics & finance (vol. 2, pp. 341–344). SAGE. https://doi.org/10.4135/9781483346595
  7. Bridges, E., & MacDonald, K. (2023). Information literacy as a learning outcome in marketing research. Journal of Business & Finance Librarianship, 28(3), 153–171. https://doi.org/10.1080/08963568.2023.2213510
  8. Chen, L. (2008). Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian universities. Journal of Marketing for Higher Education, 18(1), 1–33. https://doi.org/10.1080/08841240802100113
  9. Chetty, K., Qigui, L., Gcora, N., Josie, J., Wenwei, L., & Fang, C. (2018). Bridging the digital divide: Measuring digital literacy. Economics, 12(1), Article 20180023. https://doi.org/10.5018/economics-ejournal.ja.2018-23
  10. Cioffi, J. W., Hopt, K. J., Kanda, H., Roe, M. J., Wymeersch, E., & Prigge, S. (2000). State of the art: A review essay on comparative corporate governance: The state of the art and emerging research. The American Journal of Comparative Law, 48(3), 501–532. https://doi.org/10.2307/840863
  11. Firmansyah, D., & Susetyo, D. P. (2022). Financial behavior in the digital economy era: Financial literacy and digital literacy. Jurnal Ekonomi Dan Bisnis Digital, 1(4), 367–390. https://doi.org/10.55927/ministal.v1i4.2368
  12. Gezmen, B., & Eken, I. (2020). Acquisition of financial literacy as a life skill. In Advances in marketing, customer relationship management, and e-services (pp. 247–268). IGI Global. https://doi.org/10.4018/978-1-7998-2559-3.ch012
  13. Goggin, G., & Hjorth, L. (2014). Mobile media research–State of the art introduction. In The Routledge companion to mobile media (pp. 1–8). Routledge. https://doi.org/10.4324/9780203434833
  14. Gonzalez, G. (2017). State of the art and some applications in documental research. Investigacion Bibliotecologica, 31(73), 237–263.
  15. Jose, J., & Ghosh, N. (2024). Digital financial literacy and its impact on financial behaviors. In A. Driouchi (Ed.), Advances in finance, accounting, and economics (pp. 147–179). IGI Global. https://doi.org/10.4018/979-8-3693-0863-9.ch006
  16. Juergens, C. (2020). Digital data literacy in an economic world: Geo-spatial data literacy aspects. ISPRS International Journal of Geo-Information, 9(6), Article 373. https://doi.org/10.3390/ijgi9060373
  17. Kelley, C. A. (2007). Assessing the trends and challenges of teaching marketing abroad: A Delphi approach. Journal of Marketing Education, 29(3), 201–209. https://doi.org/10.1177/0273475307306885
  18. Kyurova, V., & Koyundzhiyska-Davidkova, B. (2017). Current issues in family business management. European Journal of Service Management, 22, 47–52. https://doi.org/10.18276/ejsm.2017.22-06
  19. Lee, S.-H. (2014). Digital literacy education for the development of digital literacy. International Journal of Digital Literacy and Digital Competence, 5(3), 29–43. https://doi.org/10.4018/ijdldc.2014070103
  20. Lo Prete, A. (2022). Digital and financial literacy as determinants of digital payments and personal finance. Economics Letters, 213, Article 110378. https://doi.org/10.1016/j.econlet.2022.110378
  21. Matthews, B. (2021). Digital literacy in UK health education: What can be learnt from international research? Contemporary Educational Technology, 13(4), Article ep317. https://doi.org/10.30935/cedtech/11072
  22. Murray, L., Giralt, M., & Benini, S. (2020). Extending digital literacies: Proposing an agentive literacy to tackle the problems of distractive technologies in language learning. ReCALL: Journal of Eurocall, 32(3), 250–271. https://doi.org/10.1017/S0958344020000130
  23. Narayandas, D. (2007). Trends in executive education in business marketing. Journal of Business-to-Business Marketing, 14(1), 23–30. https://doi.org/10.1300/j033v14n01_03
  24. Ramanathan, S., & Indiran, L. (2021). Remodeling economy towards sustainable society and sustainable development: The role of financial literacy, digital literacy, and sustainability literacy. International Journal of Academic Research in Economics and Management Sciences, 10(3), 209–227. https://doi.org/10.6007/ijarems/v10-i3/10602
  25. Remmele, B. (2016). Financial literacy and financial incomprehensibility. In C. Aprea, E. Wuttke, K. Breuer, N. K. Koh, P. Davies, B. Greimel-Fuhrmann, & J. S. Lopus (Eds.), International handbook of financial literacy (pp. 39–55). Springer. https://doi.org/10.1007/978-981-10-0360-8_4
  26. Sekita, S. (2011). Financial literacy and retirement planning in Japan. Journal of Pension Economics and Finance, 10(4), 637–656. https://doi.org/10.1017/s1474747211000527
  27. Spasov, K. (2021). The era of critical digital literacy. EDULEARN Proceedings, 1, 4324–4329. https://doi.org/10.21125/edulearn.2021.0911
  28. Starobin, S. S., & Upah, S. (2014). Educational data crossroads: Data literacy for data-driven decision making in postsecondary education. Advances in education in diverse communities: Research, policy and praxis (pp. 141–170). Emerald Insight. https://doi.org/10.1108/s1479-358x20130000010007
  29. Trencheva, M. (2022). Application of information technologies in economics education. INTED Proceedings, 1, 921–926. https://doi.org/10.21125/inted.2022.0298
  30. Trencheva, T., Trenchev, I., Getova, I., & Trencheva, M. (2024). Integrating mixed reality technologies in genomic data visualization and analysis for bioinformatics research. BIOMATH, 13(1), Article 2403126. https://doi.org/10.55630/j.biomath.2024.03.126
  31. Umboh, I. A., & Aryanto, V. D. (2023). Digital marketing development model through digital literacy mediation to improve SME’s performance. Media Ekonomi dan Manajemen, 38(1), Article 94. https://doi.org/10.56444/mem.v38i1.3315
  32. Unni, R. (2005). Value perceptions and retention of textbooks among marketing and other business majors. Marketing Education Review, 13(1), 71–79. https://doi.org/10.1080/10528008.2003.11488816
  33. Vargas, G. M., Higuita, G. C., & Muñoz, J. D. A. (2015). El estado del arte: Una metodología de investigación [The state of the art: A research methodology]. Revista Colombiana de Ciencias Sociales, 6(2), 423–442. https://doi.org/10.21501/22161201.1469
  34. Wagner, C., Garner, M., & Kawulich, B. (2011). The state of the art of teaching research methods in the Social Sciences: Towards a pedagogical culture. Studies in Higher Education, 36(1), 75–88. https://doi.org/10.1080/03075070903452594
  35. Wu, T., & Naidoo, V. (2016). The role of international marketing in higher education. In T. Wu, & V. Naidoo (Eds.), International marketing of higher education (pp. 3–9). Springer. https://doi.org/10.1057/978-1-137-54291-5_1
  36. Wu, X., & Mao, C. (2024). Exploration on the cultivation path of college students’ digital literacy in the era of digital economy. Journal of Human Resource Development, 6, 148–154. https://doi.org/10.23977/jhrd.2024.060219
  37. Zdravkova, E., Trencheva, T., & Petkov, G. (2022). Copyright literacy in the digital media–A component of the modern information and media literacy in university environment. INTED Proceedings, 1, 3969–3974. https://doi.org/10.21125/inted.2022.1085