Marketing Curriculum Development: Model and Application

Abstract

Curriculum review has always been a critical task in education, especially in a dynamic discipline like marketing. Because this problem will become even more critical in the future due to demographic changes and rising accreditation standards in universities, new methods of reviewing curriculum need to be explored. For this reason, a model was designed that can be applied to any marketing program to systematically guide the development or the review of a curriculum. The model does not provide simplistic answers, but a comprehensive process. In addition, the model can be re-applied to insure that the curriculum matches the growth of the discipline, faculty, and the institution.