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ERIC Number: EJ804438
Record Type: Journal
Publication Date: 2007
Pages: 13
Abstractor: As Provided
Reference Count: 67
ISSN: ISSN-0273-4753
Enhancing the Relevance and Value of Marketing Curriculum Outcomes to a Liberal Arts Education
Petkus, Ed, Jr.
Journal of Marketing Education, v29 n1 p39-51 2007
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. (Contains 1 table and 1 figure.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A