FORECASTING IN MARKETING EDUCATION: EMPIRICAL FINDINGS.

Forecasting is an essential capability for most firms. This suggests that there may be a demand for graduates that understand forecasting. The authors of this study review extant literature and analyze data from a sample of marketing faculty to better understand the role of forecasting in the marketing curricula. This study examines the perceptions of marketing faculty regarding: (1) the need for competency in forecasting, (2) the importance of various forecasting techniques, (3) the extent to which faculty are satisfied with forecasting learning outcomes, (4) the "ownership" of forecasting in academe and industry, and (5) the marketing courses in which forecasting should be taught. The authors found that in marketing, forecasting is rarely taught as a standalone course and make literature-based suggestions for more effectively integrating forecasting into the marketing curriculum. [ABSTRACT FROM AUTHOR]