This article describes a standardization process for an introductory marketing course with multiple sections. The authors first outline the process used to develop a standardized set of marketing concepts to be used in all introductory marketing classes. They then discuss the benefits to both students and faculty that occur as a result of standardizing a required course that has multiple sections. Finally, they present results from a survey designed to assess student attitudes about the use of standardized marketing concepts within a course and across the curriculum. The results indicate that students value a standardized curriculum and appreciate more repetition of concepts within and between marketing classes. In addition, the survey results show that students who are introduced to the standardized set of concepts in their introductory marketing classes score higher on a knowledge test than students who are not exposed to the standardized set of concepts.
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