A Professional School Approach to Marketing Education

Abstract

With many business schools paying lip service to the concept of professional training, this article attempts to provide some direction for moving from an academic or liberal-arts-oriented marketing department to a professional marketing program. The transformation to a professional school perspective can be facilitated by marketing programs examining other professional schools to identify how these programs differ from their current programs. A professional school approach to marketing education meets the needs of both students and employers while providing the department with a comparative advantage as the business education environment becomes more competitive and challenging.