What Do They Know? Integrating the Core Concept of Customer Value into the Undergraduate Marketing Curriculum and Its Assessment

Stacey Menzel Baker, Susan Schultz Kleine, Mark Bennion

Research output: Contribution to journalArticle

15 Scopus citations


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 languageEnglish (US)
Pages (from-to)79-89
Number of pages11
JournalJournal of Marketing Education
Issue number1
Publication statusPublished - 2003
Externally publishedYes


All Science Journal Classification (ASJC) codes

  • Education
  • Marketing

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