ERIC Number: ED330902
Record Type: RIE
Publication Date: 1988
Reference Count: N/A
Business Marketing Information Systems Skills. Voc-Ed Project. Marketing Management Career Area. Report.
Milwaukee Area Technical Coll., WI.
A study was conducted to develop a curriculum to meet the information processing/management training needs of persons entering or continuing careers in the information marketing area. The process used for the study was based on Stufflebeam's Context, Input, Process, Product (CIPP) model of evaluation. The information gathering process included a detailed review of current literature and contact with approximately 40 representatives of appropriate institutions and trade associations, using technical focus panels of 8 to 14 managers. In addition, purchasing area surveys were mailed to 375 managers, an advertising survey was mailed to 350 advertising personnel, and a technical sales survey was sent to 549 sales managers (all in the Milwaukee area). Survey responses varied from 35 percent for purchasing to 14 percent for media planning/buying. Postsecondary institutions were also surveyed and their curricula reviewed. Through these efforts, competencies were listed for each of the areas, and initial and continuing education needs were identified. As a result of the study, key competencies were incorporated in the marketing management program. Two courses in information marketing and four courses in negotiation skills, advanced selling techniques, materials management, and quality management were crated. (Seven appendixes, comprising about 75 percent of the document, include the following: a list of organizations and persons contacted; a 46-item bibliography; lists of panelists on the technical sales, purchasing, and media buyers panels; sample letters, surveys, company profiles, and responses; lists of college programs; a discussion of survey results; and an evaluation of course outlines.) (KC)
Descriptors: Advertising, Business Administration, Community Colleges, Competence, Competency Based Education, Continuing Education, Curriculum Development, Educational Needs, Entry Workers, Information Processing, Management Development, Management Information Systems, Marketing, Mass Media Use, Purchasing, Salesmanship, Two Year Colleges
Publication Type: Reports - Descriptive; Reports - Research; Tests/Questionnaires
Education Level: N/A
Sponsor: Wisconsin State Board of Vocational, Technical, and Adult Education, Madison.
Authoring Institution: Milwaukee Area Technical Coll., WI.
Identifiers: Wisconsin (Milwaukee)
Note: For a related document, see CE 057 804.