A Professional School Approach To Marketing Education  

Oleh:

Schibrowsky, John A. ; Peltier, James W. ; Boyt, Thomas E.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 24 no. 1 (Apr. 2002), page 43-55.
Fulltext: 43.pdf (144.49KB)

Isi artikel

With many business schools paying lip service to the concept of professional training, this article attempts to provide some direction formoving froman academic or liberal-arts-oriented marketing department to a professional marketing program. The transformation to a professional school perspective can be facilitated by marketing programs examining other professional schools to identify how these programs differ fromtheir current programs. A professional school approach to marketing education meets the needs of both students and employers while providing the department with a comparative advantage as the business education environment becomes more competitive and challenging.

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