A Broadened Sales Curriculum: Exploratory Evidence  

Oleh:

Leisen, Birgit ; Tippins, Michael J. ; Lilly, Bryan

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 26 no. 3 (Dec. 2004), page 197-207.
Topik: marketing; education; sales; alumni; business representatives
Fulltext: 197.pdf (119.86KB)

Isi artikel

This article describes research aimed at aligning education offerings with practitioner views of what topics should be offered in a marketing education. Data were collected across two investigations. In Study 1, a typical profile of marketing curriculum was developed by reviewing marketing programs at AACSB-accredited schools. This typical profile was then reviewed and critiqued by business executives who also offered ideas they felt would improve the curriculum, resulting in a main focus on sales. Study 2 entailed a survey of practitioners to determine which marketing topics would be most useful in an expanded sales education. Implementation ideas are presented to suggest ways in which marketing curricula could be adapted to include these curriculum ideas.

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