STRENGTHENING MARKETING EDUCATION THROUGH ACADEMIC COLLABORATION: CHALLENGES AND OPPORTUNITIES FOR TEACHER TRAINING IN NIGERIA

Abstract

This paper explores strengthening marketing education through academic collaboration: challenges and opportunities for teacher training in Nigeria. Marketing education is pivotal in preparing learners with the knowledge, skills, and competencies necessary to navigate the complexities of the modern business landscape. However, numerous challenges—including outdated curricula, inadequate exposure to industry practices, and under-prepared educators—have impeded its effective delivery. Academic collaboration, defined as the strategic partnership among educational institutions, industry players, government agencies, and professional bodies, offers a viable solution to bridge these gaps. The study highlights the benefits of collaboration in areas such as curriculum enrichment, experiential learning, faculty development, and research innovation. It also identifies key challenges such as poor infrastructure, limited funding, weak policy frameworks, and institutional rivalry that hinder collaborative initiatives. Additionally, the paper discusses opportunities for growth through public-private partnerships, digital learning platforms, inter-institutional exchanges, and professional association support. Drawing on current Nigerian contexts and global best practices, the paper argues for a deliberate policy and strategic approach to institutionalize collaboration in marketing education. By fostering synergy across sectors, marketing programs can be better aligned with market realities, thereby producing graduates who are both academically sound and industry-ready. The paper concludes by emphasizing the need for supportive policies, adequate resources, and proactive stakeholder engagement to fully harness the transformative potential of academic collaboration in advancing marketing education and contributing to national development.