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Journal of Marketing Education
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Enhancing the Relevance and Value of Marketing Curriculum Outcomes to a Liberal Arts Education

Ed Petkus, Jr.

Ramapo College of New Jersey

Could marketing coursework be part of the general education requirements for all college students? This article describes the ways in which the professional school marketing curriculum model (Schibrowsky, Peltier, & Boyt, 2002) can complement and enhance liberal arts education outcomes. First, the general relationship between liberal arts education and business education is reviewed. Second, the relevance of specific marketing curriculum outcomes to the broadly established goals of a liberal arts education is discussed. Third, a model is developed that details these relationships, addressing theory-driven outcomes, practice-driven outcomes, and blended (theory + practice) outcomes. Finally, the article offers specific recommendations by which marketing educators can tailor their curricular offerings to enhance their contribution to a liberal arts education in the areas of critical and reflective thinking, formation of abstract concepts and theory, analytical skills, independent and creative thinking, leadership skills, social and emotional judgment, and oral and written communication skills.

Key Words: marketing curriculum • liberal arts • critical thinking • marketing theory • experiential learning

Journal of Marketing Education, Vol. 29, No. 1, 39-51 (2007)
DOI: 10.1177/0273475306297384
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This article has been cited by other articles:


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 Journal of Marketing EducationHome page
R. P. Schlee, M. T. Curren, and K. R. Harich
Building a Marketing Curriculum to Support Courses in Social Entrepreneurship and Social Venture Competitions
Journal of Marketing Education, April 1, 2009; 31(1): 5 - 15.
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 Journal of Marketing EducationHome page
J. W. Peltier, C. Scovotti, and L. Pointer
The Role the Collegiate American Marketing Association Plays in Professional and Entrepreneurial Skill Development
Journal of Marketing Education, April 1, 2008; 30(1): 47 - 56.
[Abstract] [PDF]