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Journal of Marketing Education
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A Broadened Sales Curriculum: Exploratory Evidence

Birgit Leisen

University of Wisconsin-Oshkosh, leisen{at}uwosh.edu

Michael J. Tippins

University of Wisconsin-Oshkosh

Bryan Lilly

University of Wisconsin-Oshkosh

This article describes research aimed at aligning education offerings with practitioner views of what topics should be offered in a marketing education. Data were collected across two investigations. In Study 1, a typical profile of marketing curriculum was developed by reviewing marketing programs at AACSB-accredited schools. This typical profile was then reviewed and critiqued by business executives who also offered ideas they felt would improve the curriculum, resulting in a main focus on sales. Study 2 entailed a survey of practitioners to determine which marketing topics would be most useful in an expanded sales education. Implementation ideas are presented to suggest ways in which marketing curricula could be adapted to include these curriculum ideas.

Key Words: marketing • education • sales • alumni • business representatives

Journal of Marketing Education, Vol. 26, No. 3, 197-207 (2004)
DOI: 10.1177/0273475304265545
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[Abstract] [PDF]