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Meeting the Challenges to Undergraduate Marketing Education

Washington and Lee University in Lexington, Virginia

Ken Friedman

Norwegian School of Management, School of Marketing, in Oslo, Norway.

New knowledge and powerful forces, such as technology and globalization, have converged to present significant challenges to traditional marketing curricula. It is time for educators to rethink marketing education, including curriculum design and teaching methods. This article discusses the forces shaping the future of marketing education, presents a view of the future to guide curriculum development, and develops four themes for marketing educators to consider in meeting the challenges to marketing education.

Journal of Marketing Education, Vol. 19, No. 3, 17-30 (1997)
DOI: 10.1177/027347539701900303


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