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The duality of hats: A pracademic perspective

At a recent IMM Graduate School forum, SEAN McCOY facilitated the Marketing the Future sessions as master of ceremonies, channelling an exciting line-up of speakers on the subject of “unlocking the human element in the digital era”. It was here that the topic of the “pracademic” arose. While used fairly informally, the term ‘pracademic’ triggered some interesting discussions and prompted this article to offer a perspective on what is meant by the description and how it applies to higher learning and the world of work, relevant to both marketing and the business sector generally. During the forum, I introduced…

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