2008 - Marketing Educators' Association

MARKETING EDUCATORS’ ASSOCIATION (MEA) AND ASSOCIATION OF MARKETING EDUCATORS,
PHILIPPINES (AME): INTERNATIONAL LINKAGE PAR EXCELLANCE
Chere’ C. Yturralde, Angeles University Foundation and Angeles University Foundation Medical Center,
Office of Public Affairs, Angeles City, Philippines; chere_yturralde@yahoo.com
Gerald S. Abergos, International Academy of Management and Economics, Makati City, Philippines;
gerald_abergos@yahoo.com
This session seeks to present the role of national
and international professional organizations to
improve the marketing curricular offerings of
colleges and universities, both international and
local. Highlights on the mutual professional benefits
the members of both organizations will get from the
linkage will be presented.
ASSOCIATIONS AS PRODUCTS
Even professional organizations require a clear and
precise marketing communication mix to gain
support and cooperation from everyone. A massive
information drive to ensure participation and
involvement from all concerned becomes imperative.
More than large-scale promotion and advertising,
however, the real intent and motive of the
organization, coupled with a clear statement of its
mission and vision to improve the professional lot of
its members, are the best tools to gain the respect of
the professional world.
All colleges and universities in the Philippines have
the common concern of improving their curriculum
offerings given the recommendations of the
Commission on Higher Education (CHED). In 2006,
CHED issued the latest standards covering business
administration courses. It is the aim of the
Commission to make more uniform and further
standardize the offering of business administration
courses, thus identifying five major fields of
specialization under the course. One of these is
marketing management. The technical panel
proposed several marketing subjects geared toward
enhancing marketing capabilities of students. It is for
this reason that the Association of Marketing
Educators, Philippines, with over 400 members in
the country, cling to their AME membership to get
much-needed faculty development programs,
scholarships, and research-based teaching
methodology in order to give credence to the
subjects they handle with the end-goal of equipping
ABSTRACT
1
students to be better marketing practitioners in the
future. AME members and past directors have
participated in seven annual conferences of the
Marketing Educators’ Association (MEA) of America,
formerly the Western Marketing Educators’
Association (WMEA), and have since, developed
more in-depth appreciation of the marketing
curriculum. The past Memorandum of Agreement of
MEA and AME in 2001 has opened the avenue for
bigger challenges in improving marketing education,
not only for the personal or individual promotions of
participants, but more specifically, for the
improvement of the marketing program as a whole.
This year, it is the intent of AME to further
strengthen the ties that bind both organizations with
the hope of further enriching this relationship
through faculty development programs, by sharing
the special competencies of American educators to
Philippine educators and vice-versa. Transcending
mere participation in international conferences and
trainings, it is the hope of AME that both
organizations provide this year’s Memorandum of
Agreement with more depth compared with the past.
The global context of marketing – three units each
for subjects in E-Marketing, Global Marketing,
International Marketing, E-Commerce, and others –
see the need to strengthen AME’s linkage with MEA
– east meeting west par excellance.
REFERENCES
CHED CMO 39 Series of 2006: Policies, Standards
and Guidelines for Bachelor of Science in
Business Administration (BSBA).
Association of Marketing Educators (AME)
Constitution and Bylaws.
Marketing Educators’ Association (MEA) Website,
http://www.marketingeducators.org.