June 2025 Edition

THE PLACE OF MARKETING EDUCATION IN ECONOMIC DEVELOPMENT: IMPLICATION FOR NIGERIA ECONOMIC GROWTH

Sangodapo, A., Mamman, J. S., Olawale, A. O., and Popoola, K. N., Sangodapo, A., Mamman, J. S., Olawale, A. O., and Popoola, K. N.

Abstract

Marketing education encourages cross-border business understanding and advances Nigeria's economic participation globally in today's globalized world. Despite this capability, marketing education in Nigeria remains undervalued and underutilized in contributing to the country's economic advancement. It is on this premise that this work evaluated the place of marketing education in the economic development of Nigeria. The research has two specific purposes, research questions, and research hypotheses each. The study used descriptive survey design. The population of the study was 60 comprising of 30 identified marketing educators and 30 proportionally selected STEM lecturers in public higher Institutions in Osun State. The researcher made use of census sampling technique. Data were collected through the use of questionnaire which contains 21 items. The face and content validation of the instrument was done by three experts. The reliability co-efficient of the instrument is 0.79. The researcher distributed 60 copies of questionnaire, and only 56 copies that were correctly filled were used for the analysis. Mean rating, and standard deviation were used to analyze responses to research questions. Independent sample t-test was used to test the hypotheses at 0.05 significant level. Findings revealed that marketing education is a critical tool of economic development (x ? = 3.78; SD = 0.328), and associated problems affecting the efficiency of marketing education were visible (x ? = 3.69; SD = 0.330). Further to this, there was no statistically significant difference between marketing educators and non-marketing educators assessments of contributions of marketing education to economic development of Nigeria (t = -2.38, df = 54, P = 0.498), and challenges limiting the effectiveness of marketing education in economic growth (t = -2.14, df = 54, P = 0.546). The research concluded that marketing education is capable of contribution to the revival, stability, and growth of economy of Nigeria. The study recommended that government should introduce marketing education to the curricular of STEM programmes in Nigeria.

Keywords

Economic Development, Economic Growth, Marketing Education, Marketing Educator, Non-Marketing Educator.

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