CHI TIẾT NGHIÊN CỨU …
Tiêu đề
Enhancing the relevance and value of marketing curriculum outcomes to a liberal arts education
Tác giả
Petkus Jr. E.
Năm xuất bản
2007
Source title
Journal of Marketing Education
Số trích dẫn
21
DOI
10.1177/0273475306297384
Liên kết
Tóm tắt
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. © 2007 Sage Publications.
Từ khóa
Critical thinking; Experiential learning; Liberal arts; Marketing curriculum; Marketing theory
Tài liệu tham khảo
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Nơi xuất bản
Hình thức xuất bản
Article
Open Access
Nguồn
Scopus