The successful preparation and development of future marketing professionals: A recommended methodological framework

Abstract

This paper offers a methodological approach that assists program administrators interested in improving marketing's contribution to the successful preparation and development of future business professionals. The behavioral analysis used in this paper provides administrators with an understanding of the scope of marketing as seen by academics and a framework to determine how well (or poorly) current curricula designs meet practitioner needs. Recommendations are provided to assist educators to further promote the skills required for graduating students. This paper concludes by illustrating how the technique used in this paper can be adapted in other education markets to help decision makers improve the marketing curriculum and ultimately, recruitment and retention rates.