This study examines the pros and cons of curricula in which students specialize in particular subfields within the marketing discipline. The results of a survey of marketing programs are presented, with insights into the characteristics of specialization programs. Suggestions are offered for educational institutions considering such marketing curriculum specialization.
Get full access to this article
View all access options for this article.
References
1.
Blackwell, Roger D. (1981), "'The Preparation of Future Marketing Managers,"Journal of Marketing Education (Spring), 4-9.
2.
Done, Arthur A. (1979), "Matching the Marketing Curriculum to Market Needs,"Journal of Marketing Education (April), 4-7.
3.
McDaniel, Stephen W. and Richard T. Hise (1984), "The Marketing Curriculum: A Decade of Change,"Journal of Marketing Education (Fall), 2-8.
4.
Rudolph, Bennett L. (1981), "Conceptualization vs Vocationalism: Defining the Role of Marketing Education in a Liberal Arts Context,"Journal of Marketing Education (Fall), 23-27.
5.
Schleede, John M. and Lawrence R. Lepisto (1984), "Marketing Curriculum Development: Model and Application,"Journal of Marketing Education (Spring), 2-9.
6.
Stem, Donald E. , Charles W. Lamb, and Douglas L. MacLachlan (1978), "Curriculum and Enrollment Trends in Various Marketing Subjects at AACSB Schools,"1978 Proceedings, Chicago: American Marketing Association, pp. 427-431.
7.
Tinsley, Dillad B. (1981), "Marketing Courses Required for Marketing Majors,"Journal of Marketing Education (Spring), 10-14.
8.
Ursic, Michael and Craig Hegstrom (1985), "The Views of Marketing Recruiters, Alumni, and Students about Curriculum and Course Structure,"Journal of Marketing Education (Summer), 21-27.
