The Undergraduate Marketing Curriculum: A Descriptive Overvriew
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TL;DR
The current state of the undergraduate marketing curriculum is described to provide a yardstick for the assessment of marketing programs and may aid in planning the future development of such programs.
Abstract
This study describes the current state of the undergraduate marketing curriculum. A questionnaire was developed and sent to the chairperson of the Marketing Department at each of the 230 AACSB-accredited schools, requesting information on course offerings, course requirements, and student prerequisites in several areas; information on the type and extent of computer usage, the extent of use of computer simulations, and the amount of exposure to spreadsheets and statistical software packages was also requested. Study results may provide a yardstick for the assessment of marketing programs and may aid in planning the future development of such programs.