The tremendous changes in methods of operation experienced in the retailing field in recent years, have brought about changes in the nature and extent of formal education required of potential retail executives. The primary purpose of this study was to ascertain the relative value of various elements of college retailing programs in the preparation of potential executives, as perceived by retail employment executives and retail educators. The study also sought to determine the degree of compatibility existing between the perceptions of these two groups in regard to 110 informational topics and functional competencies. Based on perceptions received from 102 retail executives and 80 retail educators, 40 of the 110 items were rated essential by both groups, but not the same 40. The comparative analysis revealed that the executives place value on topics such as buying, pricing, and financial analysis and interpretation, while educators tend to place value on trends in retailing, concepts and psychology of pricing, and accounting methods. Closer collaboration between the two groups would help keep instruction relevant. (Author/JS)