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Marketing Educators' Views Regarding the Introductory Marketing Course

Authors :
Glen R. Jarboe
Carl McDaniel
Charles W. Lamb
Source :
Journal of Marketing Education. 11:28-35
Publication Year :
1989
Publisher :
SAGE Publications, 1989.

Abstract

The introductory marketing course plays a key role in the marketing curriculum and in the curricula of other business maj}ors. This article reports the findings of a study designed to elicit marketing educators' views regarding (1) the relative emphasis currently being placed on various conceptual content and experiential areas in the undergraduate introductory course; (2) the ideal level of emphasis that should be placed on each area; and (3) the desirability of a two-course sequence in the introductory marketing course. Findings suggest that the concept of a two-course sequence has support among some marketing educators and that it should be carefully examined.

Details

ISSN :
15526550 and 02734753
Volume :
11
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........dd5d21eabee99f327ab5f6e6e14f2f70
Full Text :
https://doi.org/10.1177/027347538901100306