Enhancing The Relevance And Value Of Marketing Curriculum Outcomes To A Liberal Arts Education  

Oleh:

Petkus, Ed

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 29 no. 1 (Apr. 2007), page 39-51.
Topik: marketing curriculum; liberal arts; critical thinking; marketing theory; experiential learning
Fulltext: 39.pdf (121.3KB)

Isi artikel

Could marketing coursework be part of the general education requirements for all college students? This article describes the ways in which the professional school marketing curriculum model (Schibrowsky, Peltier, & Boyt, 2002) can complement and enhance liberal arts education outcomes. First, the general relationship between liberal arts education and business education is reviewed. Second, the relevance of specific marketing curriculum outcomes to the broadly established goals of a liberal arts education is discussed. Third, a model is developed that details these relationships, addressing theory-driven outcomes, practice-driven outcomes, and blended (theory + practice) outcomes. Finally, the article offers specific recommendations by which marketing educators can tailor their curricular offerings to enhance their contribution to a liberal arts education in the areas of critical and reflective thinking, formation of abstract concepts and theory, analytical skills, independent and creative thinking, leadership skills, social and emotional judgment, and oral and written communication skills.

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