NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ804451
Record Type: Journal
Publication Date: 2007
Pages: 11
Abstractor: As Provided
Reference Count: 37
ISSN: ISSN-0273-4753
A Replicable, Zero-Based Model for Marketing Curriculum Innovation
Borin, Norm; Metcalf, Lynn E.; Tietje, Brian C.
Journal of Marketing Education, v29 n2 p164-174 2007
As university curriculums inevitably change, their evolution typically occurs through a series of minor incremental adjustments to individual courses that cause the curriculum to lose strategic consistency and focus. This article demonstrates a zero-based approach to marketing curriculum innovation. The authors describe forces of change that led them to completely redesign their marketing curriculum, and they chronicle a replicable process that can be used to develop and launch an extensive transformation of an existing program that is focused yet adaptive. The process includes faculty commitment, consensus, collaboration, and compromise; stake-holder input; points of distinction; unifying themes; intended learning outcomes; instructional design; approval; a transition plan; launch; and evaluation and continuous improvement. The authors believe that departments of any size can implement a similar redesign process to develop a curriculum that is strategically consistent with the department's core competencies and focused on learning outcomes that are fundamental to any marketing career. (Contains 3 tables and 2 figures.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A