Abstract
The purpose of this article is to encourage discussion among marketing educators about the logic and structure of current undergraduate marketing curricula. The authors offer one alternative conceptualization of marketing, whereby current marketing knowledge is organized around the core concept of capturing and creating customer value for a sustainable competitive advantage. They argue that one of the primary benefits to this approach is that marketing students, future business decision makers, will be better able to grasp the linkages between key concepts. A guide for curriculum conceptualization and assessment is provided.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 79-89 |
| Number of pages | 11 |
| Journal | Journal of Marketing Education |
| Volume | 25 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2003 |
| Externally published | Yes |
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All Science Journal Classification (ASJC) codes
- Education
- Marketing
Cite this
What Do They Know? Integrating the Core Concept of Customer Value into the Undergraduate Marketing Curriculum and Its Assessment. / Menzel Baker, Stacey; Kleine, Susan Schultz; Bennion, Mark.
In: Journal of Marketing Education, Vol. 25, No. 1, 2003, p. 79-89.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - What Do They Know? Integrating the Core Concept of Customer Value into the Undergraduate Marketing Curriculum and Its Assessment
AU - Menzel Baker, Stacey
AU - Kleine, Susan Schultz
AU - Bennion, Mark
PY - 2003
Y1 - 2003
N2 - The purpose of this article is to encourage discussion among marketing educators about the logic and structure of current undergraduate marketing curricula. The authors offer one alternative conceptualization of marketing, whereby current marketing knowledge is organized around the core concept of capturing and creating customer value for a sustainable competitive advantage. They argue that one of the primary benefits to this approach is that marketing students, future business decision makers, will be better able to grasp the linkages between key concepts. A guide for curriculum conceptualization and assessment is provided.
AB - The purpose of this article is to encourage discussion among marketing educators about the logic and structure of current undergraduate marketing curricula. The authors offer one alternative conceptualization of marketing, whereby current marketing knowledge is organized around the core concept of capturing and creating customer value for a sustainable competitive advantage. They argue that one of the primary benefits to this approach is that marketing students, future business decision makers, will be better able to grasp the linkages between key concepts. A guide for curriculum conceptualization and assessment is provided.
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UR - http://www.scopus.com/inward/citedby.url?scp=84992785595&partnerID=8YFLogxK
U2 - 10.1177/0273475302250576
DO - 10.1177/0273475302250576
M3 - Article
AN - SCOPUS:84992785595
VL - 25
SP - 79
EP - 89
JO - Journal of Marketing Education
JF - Journal of Marketing Education
SN - 0273-4753
IS - 1
ER -