Resumen
Abstract: Marketing is a dynamic discipline that is contingent upon a multitude of variables,
including technological advancements, shifts in consumer behavior, global trends, and other
factors. Consequently, as technology, business models, and industries advance, so does
marketing, making it imperative to attempt to remain informed about the thematic evolution
of this discipline. Consequently, there is a growing interest in the literature on marketing and
curriculum development, which makes it imperative to review research trends in this field of
knowledge. The objective of this review is to identify research trends in marketing and
curriculum development in order to establish a framework for future studies. The PRISMA
methodology for systematic reviews and the calculation of bibliometric indicators were
employed to analyze 470 articles published between 1940 and 2024 that met the established
eligibility criteria. The results indicate a notable interest in marketing in the curriculum
during 2022 and 2023. Furthermore, they reveal that the United States, China, Australia, and
the United Kingdom are the most prolific countries in this field. Four thematic clusters were
identified, and emerging thematic trends include "Higher Education," "Big Data," "Social
Media Marketing," "Employment," and "Pedagogy." The proposed research agenda suggests
exploring the inclusion of artificial intelligence, design of curricula for developing countries,
interdisciplinary approaches, and the long-term effectiveness of marketing strategies. Finally,
this study contributes to the body of knowledge on marketing and curriculum by identifying
topic areas and proposing an agenda for future research.
including technological advancements, shifts in consumer behavior, global trends, and other
factors. Consequently, as technology, business models, and industries advance, so does
marketing, making it imperative to attempt to remain informed about the thematic evolution
of this discipline. Consequently, there is a growing interest in the literature on marketing and
curriculum development, which makes it imperative to review research trends in this field of
knowledge. The objective of this review is to identify research trends in marketing and
curriculum development in order to establish a framework for future studies. The PRISMA
methodology for systematic reviews and the calculation of bibliometric indicators were
employed to analyze 470 articles published between 1940 and 2024 that met the established
eligibility criteria. The results indicate a notable interest in marketing in the curriculum
during 2022 and 2023. Furthermore, they reveal that the United States, China, Australia, and
the United Kingdom are the most prolific countries in this field. Four thematic clusters were
identified, and emerging thematic trends include "Higher Education," "Big Data," "Social
Media Marketing," "Employment," and "Pedagogy." The proposed research agenda suggests
exploring the inclusion of artificial intelligence, design of curricula for developing countries,
interdisciplinary approaches, and the long-term effectiveness of marketing strategies. Finally,
this study contributes to the body of knowledge on marketing and curriculum by identifying
topic areas and proposing an agenda for future research.
| Título traducido de la contribución | TENDENCIAS DE INVESTIGACIÓN EN MARKETING EN EL CURRÍCULO: UN ENFOQUE BIBLIOMÉTRICO Y UNA REVISIÓN SISTEMÁTICA DE LA LITERATURA |
|---|---|
| Idioma original | Inglés estadounidense |
| Páginas (desde-hasta) | 601 |
| - | 622 |
| Publicación | TPM - Testing, Psychometrics, Methodology in Applied Psychology |
| Volumen | 32 |
| N.º | S4 |
| Estado | Indizado - 2025 |
Palabras clave
- Research agenda
- gaps, marketing
- curriculum
- PRISMA
ODS de las Naciones Unidas
Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible
