Balancing the Scales: A Reflection on Technical and Meta-Skills in Marketing Education

Authors

  • Octavio Murekian University of Greenwich
  • Klairoong Phairor University of Greenwich
  • Surabil Sudarshan

DOI:

https://doi.org/10.21100/compass.v18i1.1587

Abstract

This paper explores the balance between technical and meta-skills in marketing education, emphasizing the need for both tool proficiency and critical thinking. While technical skills like data analytics and digital tools are essential, meta-skills such as creativity, adaptability, and problem-solving remain crucial in a rapidly evolving industry. Through experiential learning, project-based assessments, and technology-enhanced classrooms, we advocate for a holistic approach that integrates both skill sets. By fostering meta-skill development alongside technical expertise, marketing education can better prepare students for sustainable, impactful careers. The paper highlights curriculum innovations that bridge this gap, ensuring graduates are both job-ready and future-ready.

Author Biographies

Octavio Murekian, University of Greenwich

Dr. Octavio Murekian is a Lecturer in Marketing at the University of Greenwich and Deputy Programme Leader for the MA in Marketing Management. He holds a PhD in Management from Royal Holloway, University of London. His research explores consumer culture and behaviour, with a particular focus on online communities, status, and security consumption. His teaching interests include consumer behaviour, marketing research, and digital marketing.

Klairoong Phairor, University of Greenwich

Dr. Klairoong Hawa Phairor is a Senior Lecturer and Programme Leader for the MA Marketing Management at the University of Greenwich. Before joining the university, she worked as an Assistant Executive at AVIVA Thailand and served as a Lecturer at Regent Business School. Since joining the Business Faculty, Hawa has led and developed numerous courses at both the BA and MA levels. Her expertise includes relationship marketing, consumer psychology, and consumer behavior. She is also an experienced researcher, proficient in both quantitative and qualitative methodologies.

 

Surabil Sudarshan

Surabil Sudarshan is a Teaching Fellow in Data Analytics and Digital Marketing at the University of Greenwich. With over 22 years of industry experience, he specializes in data analytics, AI, and digital marketing, with a focus on SEO and data-driven marketing. A Fellow of the HEA and a certified Mental Health Champion, he integrates practice-based learning to enhance employability, curriculum development, and industry engagement. Prior to academia, he led technology and marketing teams, working in business intelligence, project management, and business technology consulting.

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Published

09/24/2025

How to Cite

Murekian, O., Phairor, K., & Sudarshan, S. (2025). Balancing the Scales: A Reflection on Technical and Meta-Skills in Marketing Education. Compass: Journal of Learning and Teaching in Higher Education, 18(1). https://doi.org/10.21100/compass.v18i1.1587

Issue

Vol. 18 No. 1 (2025)

Section

Opinion Pieces

License

Copyright (c) 2025 Octavio Murekian, Klairoong Phairor, Surabil Sudarshan

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