RESEARCH TRENDS IN MARKETING IN THE CURRICULUM: A BIBLIOMETRIC APPROACH AND SYSTEMATIC LITERATURE REVIEW

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.