In this article, the author describes the rationale, learning objectives, and content of a nontraditional marketing course which emphasizes individual self-development in the context of the broader marketing environment. Reactions to the course from academicians, businesspeople, and students are also presented. Marketing educators may consider adding the course or parts of it to marketing curricula to fill topical gaps which may exist.
Get full access to this article
View all access options for this article.
References
1.
Arora, Raj , and Charles Stoner (1992). "The Importance of Skills of M.B.A. Students Seeking Marketing Positions: An Employers' Perspective."Journal of Marketing Education, 14 (Summer): 2-9.
2.
Bennis, Warren , and Burt Nanus (1986). Leaders. New York: Perennial Library/Harper and Row.
3.
Briggs, Katharine C. , and Isabel Briggs Myers (1977). Myers-Briggs Type Indicator. Palo Alto, CA: Consulting Psychologists Press.
4.
Corbin, Steven B. , and Karen A. Glynn (1992). "Writing in the Marketing Curriculum."Journal of Marketing Education, 14 (Summer): 46-52.
5.
Davidow, William H. , and Bro Uttal (1989). Total Customer Service. New York: Harper and Row.
6.
Dorland, Gil , and John Dorland (1992). Duty, Honor, Company. New York: Henry Holt.
7.
Evans, Joel R. , and Barry Berman (1992). Marketing. New York: Macmillan, pp. 26-48.
8.
Garfield, Charles (1986). Peak Performers: The New Heroes of American Business. New York: Avon Books.
9.
Kelley, Craig A. (1992). "Educating Marketing Students in the Art of Business Etiquette."Journal of Marketing Education, 14 (Summer): 34-38.
10.
Lawrence, Gordon (1982). People Types and Tiger Stripes: A Practical Guide to Learning Styles. Gainesville, FL: Center for Applications of Psychological Type.
11.
Naisbitt, John , and Patricia Aburdene (1990). Megatrends 2000. New York: William Morrow.
12.
Popcorn, Faith (1992). The Popcorn Report. New York: Harper Business.
13.
Provost, Judith A. , and Scott Anchors (1987). Applications of the Myers-Briggs Type Indicator in Higher Education. Palo Alto, CA: Consulting Psychologists Press.
14.
Rapp, Stan , and Tom Collins (1990). The Great Marketing Turn-around. Englewood Cliffs, NJ: Prentice-Hall.
15.
Rodgers, Francis G. , and Irving N. Levey (1988). Getting the Best out of Yourself and Others. New York: Perennial Library/Harper and Row.
16.
Rodgers, Francis G. , and Robert L. Shook (1987). The IBM Way. New York: Perennial Library/Harper and Row.
17.
Rogers, Dorothy , and Craig Bettinson (1992). How to Market Your College Degree. Lincolnwood, IL: VGM Career Horizons/NTC Publishing.
18.
Schoell, William F. , and Joseph P. Guiltinan (1992). Marketing. Needham Heights, MA: Allyn and Bacon, pp. 34-70.
19.
Schwartz, David J. (1984). The Magic of Getting What You Want. New York: Berkley Publishing.
20.
Schwartz, David J. (1982). The Magic of Thinking Big. New York: Cornerstone Library/Simon and Schuster.
21.
Sewell, Carl , and Paul B. Brown (1991). Customers for Life. New York: Pocket Books/Simon and Schuster.
22.
Shook, Robert L. (1988). Honda: An American Success Story. New York: Prentice Hall Press.
23.
Stanley, Thomas J. (1988). Marketing to the Affluent. Homewood, IL: Dow Jones-Irwin.
24.
Steele, John E. , and Marilyn S. Morgan (1991). Career Planning and Development for College Students and Recent Graduates. Lincolnwood, IL: VGM Career Horizons/NTC Publishing.
25.
Waitley, Denis (1984). The Psychology of WinningNew York: Berkley Publishing.
26.
Williams, A. L. (1988). All You Can Do Is All You Can Do. Nashville, TN: Oliver-Nelson/Thomas Nelson Publishers.
