A journey towards an interdisciplinary integrated marketing curriculum (original) (raw)

Proceedings of Marketing Educators’ Association Conference, Las Vegas, NV, 2015

Abstract

As business school graduates enter the workforce, many of them soon realize that more often than not, businesses are not neatly compartmentalized into departments like management, marketing, finance, accounting, etc. similar to the programs they majored in at business schools that seemed so distinct and different from each other. On top of that, depending on the industry they work at they are required to have the industry specific knowledge to function successfully in their fields; be it film, fashion or pharmaceuticals. They also perhaps find themselves regretting not having paid enough attention to their general education topics which were aimed to make them well-rounded, better integrated students armed with knowledge necessary not only to function as good businesspeople but great ones that have a macro understanding of bigger issues related to their companies and also the complex connections within the business world. The forced division of academic disciplines that does not reflect a realistic world scenario hinders university graduates in general and business school students specifically from becoming better integrated bodies in the workforce. Students often fulfill elective requirements without understanding the purpose and use for them, just to tick them off their worksheets. In this paper, we argue for a need for a more integrated marketing education, one that is integrated better with social sciences, arts and humanities. Based on our own experiences, we describe curriculum changes and give examples of course design and specific projects to encourage academics to think creatively about integrative learning (IL). The first section of the paper provides a description and discussion of IL in general. The following sections describe the processes, procedures and practices that were undertaken at a university in an effort to create a better integrated curriculum with particular emphasis on the marketing department.

Mine Ucok Hughes hasn't uploaded this document.

Let Mine know you want this document to be uploaded.

Ask for this document to be uploaded.