A Longitudinal Study of the Turkish Marketing Academia: What Has Changed and What Has Not in a Decade?

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YUKSEKOGRETIM DERGISI, vol.10, no.3, pp.301-311, 2020 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 10 Issue: 3
  • Publication Date: 2020
  • Doi Number: 10.2399/yod.19.535995
  • Journal Indexes: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Page Numbers: pp.301-311
  • Keywords: Longitudinal study, marketing academia, marketing education, research interest, teaching interest
  • Anadolu University Affiliated: Yes


This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt's study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same questionnaire was used for both surveys carried out. The data collection procedure included both an online survey and a drop-and-collect survey, with the participation of faculty members with all types of academic titles working in the Turkish marketing academia. 108 and 132 usable questionnaires were collected in 2007 and 2016, respectively. The research findings indicate that the problems experienced have remained fairly similar in almost all dimensions, while the publication performance has increased during this period. The findings about research and teaching interests indicate that marketing academics primarily concentrate on such fields as consumer behavior, marketing research and marketing strategy. The teaching and research interests have also differed depending on global trends and changes in tenure standards in the Turkish marketing academia. Another key finding regarding the issues of the field, with vital implications for marketing education, is the perceived gap between marketing theory and practice. The fundamental issue related to education is cited as the decreasing student proficiency in Turkey.