The Role of Marketing in an Integrative Business Curriculum

Abstract

In recent years, many business schools have developed integrative programs in response to a number of internal and external factors. Although the exact nature of these programs varies, a significant common element is a desire to impart to students appreciation, knowledge, and skills for cross-functional business situations. This article focuses on marketing’s key role. With its rich history on drawing from and contributing to other academic disciplines, marketing is in a powerful position to serve an important role in guiding and binding together other areas in an integrated program. The article provides guidance and background to marketing academicians, which allows them to add integrated components to existing classes and/or programs or begin the design of an integrated program.