Integrating Business Communication Skills into a Buyer-Behavior Course Project

Abstract

Marketing educators have long recognized the need for strengthening their students' business communication skills. Recruiters routinely consider superior communica tions skills as essential hiring criteria when filling entry- level marketing positions. Additionally, marketing students consistently rate communication-intensive business courses as among those most helpful to them in preparing for their business careers. This paper discusses an undergraduate buyer-behavior course project targeted at improving stu dents' business communication skills through a team- teaching project. The paper highlights the value of integrating written, oral, and electronic communications pedagogy with buyer-behavior course instruction and then outlines the project from a "how-to-do-it" perspective.

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