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Public Management and Administration Studies. Should we Include Marketind in Our Curricula?

Transylvanian Review of Administrative Sciences

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Title Public Management and Administration Studies. Should we Include Marketind in Our Curricula?
 
Creator VÁZQUEZ, José L.; Professor, Faculty of Economic and Entrepreneurial
Sciences, University of León, Spain
LAZAR, Dan; Associate Professor, Department of Public
Administration, Faculty of Political, Administrative
and Communication Sciences, Babeş-
Bolyai University, Cluj-Napoca, Romania
GUTIÉRREZ, Pablo; Assistant Professor, Faculty of Economic and
Entrepreneurial Sciences, University of León,
Spain
PLACER, José L.; Professor, Faculty of Economic and
Entrepreneurial Sciences, University of León,
Spain
 
Subject marketing; curricula; public administration; public management;
 
Description As a consequence of continuous adaptation of public institutions to requirements of framing where they perform day by day, Public Management and Administration is behaving once and again as a “reinvented” discipline, aiming a new kind of rational, innovative public entities that focus their activities towards an effective achievement of their intended results and benefits. Concepts such as those of “efficiency”, “effectiveness”, “responsibility”, “organizational culture”, etc. are now not only applied to business disciplines, but also to Public Management and Administration. At this point, Marketing has proved to be an useful subject in PMA curricula, not only being in demand by students and syllabi designers, but also by experts in the public field. However, applying marketing techniques and procedures in the same way as used in private business is clearly nonsense. We must consider a proper “public marketing” or “public sector marketing” development. In this paper we debate on these issues, as well as present an overview into the situation of Spanish public universities offering PMA studies, just when they are facing the Bologna adaptation requirements. As a conclusion, some comments for reflection are suggested.
 
Publisher Babes Bolyai University
 
Contributor —
 
Date 2006-06-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://rtsa.ro/tras/index.php/tras/article/view/337
 
Source Transylvanian Review of Administrative Sciences; 2006: Issue No. 17 E/June; 99-106
18422845
 
Language eng
 
Relation http://rtsa.ro/tras/index.php/tras/article/view/337/327
 
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