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Rethinking Sales Education: Aligning Curriculum With the Evolving Sales Landscape and Student Expectations

Christine Lai-Bennejean & Andrea L. Dixon

Journal of Marketing Education2025https://doi.org/10.1177/02734753251362880article
AJG 2ABDC B
Weight
0.50

Abstract

This special issue responds to the call for renewed attention to sales curriculum design by examining three intersecting trends: the rapid transformation of the sales profession, the evolving characteristics of today’s college students, and the widening gap between traditional university teaching methods and the demands of contemporary sales practice. We encourage teacher–scholars to continue reimagining sales education—drawing on cross-disciplinary insights and experiential approaches—to better align with both industry needs and student aspirations in an increasingly dynamic and human-centered marketplace.

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https://doi.org/https://doi.org/10.1177/02734753251362880

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@article{christine2025,
  title        = {{Rethinking Sales Education: Aligning Curriculum With the Evolving Sales Landscape and Student Expectations}},
  author       = {Christine Lai-Bennejean & Andrea L. Dixon},
  journal      = {Journal of Marketing Education},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/02734753251362880},
}

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Rethinking Sales Education: Aligning Curriculum With the Evolving Sales Landscape and Student Expectations

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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