What Do They Know? Integrating The Core Concept Of Customer Value Into The Undergraduate Marketing Curriculum And Its Assessment  

Oleh:

Baker, Stewart A. ; Kleine, Susan Schultz ; Bennion, Mark

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 25 no. 1 (Apr. 2003), page 79-89.
Topik: curriculum assessment; curriculum design; customer value; learning outcomes; presentation skills; evaluation
Fulltext: 79.pdf (426.75KB)

Isi artikel

The purpose of this article is to encourage discussion among marketing educators about the logic and structure of current undergraduate marketing curricula. The authors offer one alternative conceptualization of marketing, whereby current marketing knowledge is organized around the core concept of capturing and creating customer value for a sustainable competitive advantage. They argue that one of the primary benefits to this approach is that marketing students, future business decision makers, will be better able to grasp the linkages between key concepts. A guide for curriculum conceptualization and assessment is provided.

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