MARKETING EDUCATION: A BIBLIOMETRIC ANALYSIS IN THE 21ST CENTURY (2001 – 2020)

Abstract

The study aims to map and characterize the scientific production of marketing education in the 21st century (2001 - 2020). The procedure adopted was bibliometric, in which the Web of Science platform was used to search for articles that, after filtering procedures, resulted in 72 papers. The Excel and VOSviewer© software supported the analysis procedures. The results show that in the current century, more specifically as of 2015, interest in the topic has found continuous growth. The journal with the largest number of published articles is the most influential in the number of citations and, expressively, educational institutions and North American journals dominate the publications in the area. Finally, it is also important to emphasize that marketing education should adopt different paradigms through movements of hybridism and domestication of knowledge for better appropriation and applicability of concepts.

Keywords

• educação em marketing
• análise bibliométrica
• século xxi