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Integrating Communications Skills into the Marketing Curriculum: A Case Study

J. William Murphy

Explicit accreditation requirements, replicated academic research, and consistent feedback from employers, college recruiters, and alumni clearly state that communication skills are critical for the success of marketing majors. Newly proposed Association to Advance Collegiate Schools of Business standards for "Assurance of Learning" will reshape how business schools must explicitly specify learning goals and document how communication skills goals are being accomplished. A case study is presented of how one department used the marketing process framework to specify learning objectives and innovatively design the marketing curriculum around integrated sequenced 6-credit-hour marketing courses and concurrently taken 1-credit-hour communication modules. Specific communication objectives, curriculum coverage strategies, and course pedagogy tactics are provided along with learning goal assessment based on selection, course-embedded measures, demonstration through performance, and surveys. Suggestions for developing communication skills are provided for faculty teaching large sections and for departments regardless of size.

Key Words: assessment • communications • curriculum • skills • standards

Journal of Marketing Education, Vol. 25, No. 1, 57-70 (2003)
DOI: 10.1177/0273475302250574


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