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MBA Marketing Curriculum for the 21st Century

Author

Listed:
  • Kenneth Saban
  • Conway Lackman
  • John Lanasa
  • David Burns

Abstract

Marketing educators' customers are becoming increasingly dissatisfied with the traditional MBA product. Deficiencies in such areas as course content, skill development (personal communications, computer and statistical abilities, problem-solving skills) coupled with the lack of exposure to emerging industries (international markets, e-commerce, high technology, etc.) need to be addressed to better align student competencies with tomorrow's job requirements. The proposed solution is to modernize today's MBA curriculum. If this action is not taken, the result may be lower demand for MBA graduates and a subsequent decline in student enrollment.

Suggested Citation

  • Kenneth Saban & Conway Lackman & John Lanasa & David Burns, 2000. "MBA Marketing Curriculum for the 21st Century," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 10(2), pages 27-38, March.
    • Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:27-38
    DOI: 10.1300/J050v10n02_03
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