Developing a Curriculum to Enhance Teaching of Relationship Marketing

Abstract

Criticism of the relevance and process of business school education and research continues to mount. At the same time, academics and practitioners have become increasingly dissatisfied with traditional marketing theory and practice—with growing importance being placed on relationship marketing. This article describes a new M.B.A curriculum developed by the faculty at Emory Business School at Emory University, designed to meet the needs of students, faculty, and the business community.