The Marketing Curriculum: A Decade of Change Academic Article uri icon


  • The results are presented of a study involving the analysis of 75 undergraduate catalogs of colleges and universities offering a major or concentration in marketing. The various marketing courses required and offered, at these institutions are summarized and the results compared with those of a similar study conducted ten years ago. Conclusions are drawn regarding trends in, and the current status of, marketing education.

published proceedings

  • Journal of Marketing Education

author list (cited authors)

  • McDaniel, S. W., & Hise, R. T.

citation count

  • 22

complete list of authors

  • McDaniel, Stephen W||Hise, Richard T

publication date

  • December 1984