At the University of Tennessee, the authors have developed a curriculum that exposes MBA students to a customer value-based approach to marketing and that strives to teach a set of skills that will allow the students to implement this approach when they enter marketing organizations. The purpose of this article is to describe this innovative curriculum and how it was developed.
Get full access to this article
View all access options for this article.
References
1.
Bloom, Benjamin S. , ed. 1956. Taxonomy of educational objectives. New York: David McKay.
2.
Bums, Mary Jane , and Robert B. Woodruff. 1992. Delivering value to consumers: Implications for strategy development and implementation. In Marketing theory and applications, edited by Chris T. Allen, Thomas J. Madden, Terrence A. Shimpet al., 209-216. Chicago: American Marketing Association.
3.
Day, George S.1990. Market driven strategy: Process for creating value. New York: Free Press.
4.
Day, George S.1994. Capabilities of market-driven organizations. Journal of Marketing58 (October):37-52.
5.
Gale, Bradley T.1994. Managing customer value. New York: Free Press.
6.
Garvin, David A.1983. Quality on the line. Harvard Business Review61 (September-October):64-75.
7.
Leonard, Frank S. , and W. Earl Sasser. 1982. The incline of quality. Harvard Business Review60 (September-October): 163-171.
8.
Lieber, Ronald B.1997. Storytelling: A new way to get close to your customer. Fortune, 3 February, 102-108.
